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Abstract

This study investigates the representation of female athletes in Gatorade's Sister in Sweat (2019) and Adidas’ Reimagine Sport (2020) Femvertising campaigns. Adopting a critical feminist lens, this study examined verbal and visual strategies and the post-feminist elements that sports brands apply to communicate female-empowering messages. Guided by Fairclough's framework of critical discourse analysis and Kress and van Leeuwen's visual grammar, a multimodal critical discourse analysis was conducted to analyze verbal–visual strategies and semiotic resources used to construct/challenge the gender relations in sports. Also, following Gill's post-feminist media culture, recurring themes that characterize female athlete representation are identified. These themes include femininity as a bodily preoccupation, sexualization, individualism and choice, self-surveillance, and intersectionality. Results reveal that, despite the sports brands’ support of gender equality and female empowerment through femvertising, gender stereotypes still exist within the campaigns.

Keywords

femvertising female athletes sports advertising multimodal critical discourse analysis post-feminism intersectional

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Femvertising or Faux Feminism? A Critical Discourse Analysis of Sport Femvertising Campaigns

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