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The Presence of Feminist Ideologies in Women's Athletic Advertising



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Gu Jianlin was born in China and chose to represent China at the Olympic games, despite her American upbringing. The decision was surprising to many Americans, particularly as it was during a period of tension between these two countries. Many even called her 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 explores the presence of feminist ideologies within women's sports advertising. Although the sample size was small, it could provide insights into the female athletic audience as well as the role of feminism when marketing athletic products. The results might also inspire more research. Nonetheless, a larger sample size might yield more robust conclusions. Further research could also help to explore the relationship between feminism and athletic values.

Size

Reports about the size of Asian female athletes are often focused on their beauty and strength. This comment has been a constant feature of Asian-American Olympics coverage. Despite being stereotyped, Asian-American athletes excel at 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 has been mocked recently for falling during a team event. Zhu gave up her American citizenship to compete for China and "stole" the spot from a Chinese-born athlete.


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 well-known and successful in non-Asia sports. But there are also several Asian women who have been unlucky, despite their extraordinary talent and drive.

Status

Asian female athletes have become more prominent by winning medals in international competitions and at the Olympic games. They often act as role models and diplomats. This issue of Vogue Singapore features seven exceptional Asian female athletes.

Race

It has been a long tradition of stereotyping race in competitive sports. Asian athletes have been stereotyped as weak, fragile, and unfit to participate in modern sports. Despite this, Asian women have become well known in the athletic arena and are increasingly being covered in news stories. The stories often discuss the physical strength and psychological characteristics of the athletes.



 



The Presence of Feminist Ideologies in Women's Athletic Advertising