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Thanks for the synthesis, Ann. I just hope ESPN W is able to harness all the positive energy from t...more
posted Wednesday, October 6, 2010 at 8:09pm PDT on This is It. This is Our Moment in History. (espnW Retreat Reflection)
There’s a girl being born in America
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posted by ...Because I Played Sports The goal of …Because I Played Sports is to bring a voice to women’s sports online. As former athletes, we promise to do what we can to bring as much as we can to achieve gender equality in editorial coverage of contemporary female athletics. We’re here to vocalize what many sports editors are ignorantly missing… females. |
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Nike campaign. Photo credit: Adweek.com
There’s a girl being born in America
And somebody will tell her she is beautiful
And somebody will tell her she is strong
Somebody will tell her she is precious
And somebody will tell her she is tough.
There’s a girl being born in America
And someone will give her a doll
And someone will give her a ball
And someone will give her a chance.
- Nike advertisement, launched on television in 1996.
According to Robert Goldman & Stephen Papson, the authors of Nike Culture (1998), “By posing the issue [socialization of girls] in a binary way between “balls” and “dolls,” the Nike ad sought to privilege action over appearance.” (p. 137)
What do you think?
View Original Post at becauseiplayedsports.com
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- Filed Under:
- SportsPLUS, Media/Marketing
There is 1 comment on this post. Join the discussion!
robm
I wouldn't claim to know what Nike had in mind when they designed the ad. But yes, such a binary reading makes sense. (And "action over appearance" does of course serve Nike's business nicely--more active women, more potential Nike customers.) Still, a message about chances and freedom, one not quite so contrived, seems an equally plausible reading.
Sunday, December 13, 2009 at 5:32am PST