That’s Who I Want to be: The Politics and Production of Desire within Nike Advertising to Women

Helstein, Michelle T.

doi:10.1177/0193-723503255479

Cited by 12 publications

(21 citation statements)

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“…First, when it comes to getting into or understanding female culture, the payoffs are far less valuable as female culture is generally undervalued in advertising. Second, while the female body may have cultural capital, using it also has the potential to acquiesce to the 'male gaze' (Mulvey 1989) or play into 'the politics of desire' (Helstein 2003), both of which leave women more vulnerable.…”

Section: Gender and Creativitymentioning

confidence: 99%

“…As DiSesa says, 'It's okay to be decisive, courageous, and focused as long as we are also somewhat collaborative, nurturing, and empathetic ' (2008, p. 211). Considering the more machismo Spanish culture, Spanish women may bump up against the politics of desire (Helstein 2003) and the male gaze (Mulvey 1989), though sometimes in backhanded ways. A Spanish woman explained it this way, 'There are so many little sexist jokes [bromita].…”

Section: Gender Dimensionsmentioning

confidence: 99%

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Vanishing acts

Grow

Roca

Broyles

2012

International Journal of Advertising

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This exploratory cross-cultural study examines the experiences of women in advertising creative departments in Spain and the United States. The study, an exploration of the creative environment and its impact on female creatives, is framed by Hofstede's dimensional model of national culture (Hofstede 2001; de Mooij & Hofstede 2010) and signalling theory (Spence 1974). Interviews with 35 top female creatives suggest that the challenges women face are rooted in the 'fraternity culture' or 'territorio de chicos' of creative departments in both countries. The data further suggest that the gender-bound cultural environment of advertising creative departments may be a global phenomenon, one that may adversely affect the creative process and impact women's upward mobility.

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Section: Gender and Creativitymentioning

confidence: 99%

Section: Gender Dimensionsmentioning

confidence: 99%

Vanishing acts

Grow

Roca

Broyles

2012

International Journal of Advertising

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“…This recognition opens up the possibility to mobilize and resignify race in ways not previously imagined or authorized in seeking more progressive ends. Yet another expansion upon Butler's understanding of performativity is Helstein's (2003) interrogation of the politics of desire in recent Nike advertising campaigns directed toward women. Infusing Lacanian understandings of the symbolic, imaginary, and real, Helstein argued that Nike's promotion of excellence and emancipation as keys to athletic and personal success suggest "that progress, as a result of true and innocent knowledge and effort, will free us to become 'who [we] want to be'" (Helstein, 2003, p. 287).…”

Section: Troubling Power: Subject To Normalizationmentioning

confidence: 99%

Chapter 30 - Thinking Through Power in Sport and Sport Media Scholarship

McDonald¹

2012

Routledge Online Studies on the Olympic and Paralympic Games

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“…18 What makes the notion of discourse compelling for theorizing power is that it never rests in one moment, text, practice, or even set of practices. 20 Instead, a given discourse appears with regularity across a range of texts (broadly defined) and practices to regulate what may be said "within the true" 21 about a given subject in a particular socio-historical moment. 22 It is critical to remember that for Foucault, the focus was always on the implications of these processes for power:…”

Section: Olympic Discoursementioning

confidence: 99%

‘Jumping like a girl’: discursive silences, exclusionary practices and the controversy over women's ski jumping

Laurendeau

Adams

2010

Sport in Society

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This paper considers the recent International Olympic Committee (IOC) decision to deny women the opportunity to compete in ski jumping at the 2010 Winter Olympics in Vancouver, Canada.Drawing on a feminist Foucauldian framework, we suggest that the Olympics is a discourse that constructs excellence and fairness as "within the true," with the IOC protesting that this recent decision is not about gender, but about the upholding of Olympic ideals. We interrogate three conspicuous absences in this discourse, each of which trouble the IOC's claim that this decision is not evidence of gender discrimination. In particular, we contextualize this decision within the risk discourses upon which the IOC has historically drawn on denying women's participation in particular Olympic events, arguing that the discursive silence around the issue of risk points to "old wine in new bottles" as the IOC dresses up the same paternalistic practices in new garb. We conclude with a consideration of these discursive structures as more than simply oppressive of women. Instead, they may also be understood as indicative of the 'problem' posed by women, especially those who threaten the gender binary that pervades many sporting structures. Finally, these structures signal opportunities for resistance and subversion as women act to shed light on the discursive silences upon which structures of domination rest.3 "Jumping like a Girl" 1 : Discursive silences, exclusionary practices, and the controversy over women's ski jumping

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That’s Who I Want to be: The Politics and Production of Desire within Nike Advertising to Women

Cited by 12 publications

References 0 publications

Vanishing acts

Vanishing acts

Chapter 30 - Thinking Through Power in Sport and Sport Media Scholarship

‘Jumping like a girl’: discursive silences, exclusionary practices and the controversy over women's ski jumping

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