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Feminist Ideologies In Women's Athletic Advertising



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Gu Jianlin, an American-Chinese athlete, chose to represent China in the Olympic games despite having been raised in the United States. Her decision surprised many Americans, especially because it was a time of tension between the two countries. Many people even labeled her a traitor. It was an unpopular decision that she made to represent her mother's nation. She was treated differently by society than if the United States had been her home.

Feminism

This study examines the use of feminist ideologies in women’s athletic advertising. Although it is a small sample, it can give insight into the female audience for athletic products and the role feminism plays. It may inspire further research. However, it is possible to draw more reliable conclusions with a larger sample. Further research could also help to explore the relationship between feminism and athletic values.

Size

Many news reports on the size of Asian women athletes focus on their beauty and physical strength. This comment is a common feature of Asian American Olympics coverage. Despite stereotypes, Asian Americans excel in many other sports.

Fragility

Asian American women are making their way to Rio, and have been scrutinized by national team members and fans. Zhu Yi was a recent example. Zhu, who was born in China, gave up her American citizenship so she could compete for China.


Color

Sports have a complicated history. Though most female athletes in the US and most Asian countries are white, there are some Asian women who have achieved greatness in sports. Chinese athletes have been the most prominent and successful in sports dominated by non-Asians. There have been many Asian female athletes who are not fortunate despite their exceptional talent and drive.

Status

Asian female athletes are more prominent and visible, winning medals at international competitions as well as the Olympic games. They are often role models and diplomats and speak out against injustice in both their personal and professional lives. Vogue Singapore celebrates seven female athletes from Asia in this issue.

Race

There have been long-standing stereotypes about race, especially when it comes to competitive sports. In particular, Asian athletes have been portrayed as fragile, weak, and biologically unsuited to modern sports. Despite this, Asian-American women are more prominently covered in news reports. The stories often address the athletes' physical strength and psychological characteristics.



 



Feminist Ideologies In Women's Athletic Advertising