Gendered Advertising

Final Reflections

Before this semester, my thoughts pertaining to US sport were minimal. I have always been an avid Denver Broncos fan, but didn't know much of the politics surrounding the sport itself.  I've always seen sport as an entertaining, community-oriented pass-time.  I grew up in dance and soccer and have had my fair share of pushy coaches telling me I wasn't good enough or the right body type.  This knowledge of sport, however, never translated to my view of professional athletes.  Because of this class, I have become more aware of the complexity of US sport. One topic that really stuck out to me was our LGBT discussion.  As a dancer, the LGBT community is very large, expected, and widely accepted.  I never thought about what the lives of male rugby players must be like among their team members and fans.  After I move on from this class, I will ask more critical questions about the US sports world.  I have found myself doing so even while in the class on my own time.  I find what's happening behind the scenes of the glorified athletes and games very interesting.  

This class has been very interesting to me and has helped me to broaden my scope of what an athlete truly is.  I feel like this class could be useful in my future as I plan to create an after-school program of dance for children.  I would recommend this class to a friend. It is an interesting subject that can so easily relate to many people's everyday lives.

Why the 'Mans Mans' Game is an Insult to Men




According to the movie "Training Rules" and the article "Jason Collins came cut; NBA should let him play", sport is not a safe place for LGBT athletes.  Whether male or female, sport is a world with fixed ideologies.  The article about Jason Collins states "Change within the sports landscape doesn't come easily".  Although word of Jason Collin's announcement gave hope of change, it is obvious the expectations are for athletes; he never got invited back to play on any team.  The movie "Training Rules" is further proof of these ideologies.  Steps like enforcing Title IX were taken to push for equality, however, when one female athlete fought against the head coach at Penn State legally, it seemed as if the jury had turned a blind eye.  The female athlete didn't receive any compensation and the repercussions for the head coach who created a hostile and non-inclusive environment for lesbian players was far from severe.

There are other strategies that could be used to help crease a more inclusive culture in American sport. One is to raise awareness of the humanity of LGBT athletes and LGBT people in general.  There are major stigma's surrounding these labels and I think people just need to realize that they are humans just like the rest of the world.  Once people can get past the label, I think LGBT athletes/people would be widely accepted. 

"Darwin's Athletes": Sports & Ethnicity

Sport in African American Culture is highly significant.  The significance is clearly revealed in the movie "Hoop Dreams".  The movie follows two young African American boys aspiring to go professional in the realm of basketball.  These boys came from what the world sees as basically nothing and got scholarships to a high school for basketball.  Although these boys knew there was a 0.0005% chance of actually going pro, they still fought hard to achieve their dreams.  It's part of African American culture to work so hard so to be able to look back and see where it all started and look forward to the success.  

Hollywoods portrayal of African American athletes is very different from what is seen in this documentary.  For example, in the movie "Space Jam", Michael Jordan is seen as a very rich, successful athlete.  He's got a big house, a personal assistant, a family, children, and a dog.  It's the American dream, and an African American athlete is the one who is owning that dream.  This movie shows nothing about his journey to get where he is, only emphasizes his successes.  "Hoop Dreams" reveals real life struggles and longings to get to a desired position.  It reveals the racism and harsh economic struggles of families. 

 

url--photo of "Space Jam"

Sport could be seen as damaging the Black American and preserving the myth of race, but then again, so could anything else.  Nothing really has meaning unless it is given meaning.  This is a mindset for some Americans in the US today, it's up to you to not give it that meaning.  Sport offers amazing opportunities to all races, not just to African Americans and not just professional athletes.  

Gendered Advertising

http://xuth.net/blk/nike/

"My butt is big
and round like the letter C
and ten thousand lunges
have made it rounder
but not smaller
and that's just fine.
It's a space heater
for my side of the bed
it's my ambassador
to those who walk behind me
it's a border collie
that herds skinny women
away from the best deals
at clothing sales.
My butt is big
and that's just fine
and those who might scorn it
are invited to kiss it."

This nike advertisement has blatant gendered qualities.  It is a printed ad that is completely dedicated to the discourse of a woman's bottom.  A large bottom is desirable for more women of this generation.  If you want to be an attractive female, having a large toned bottom is one of the defining features.  This is mainly based off of the male gaze in society today.  Women are often objectified and they usually perpetuate their own objectification by viewing themselves and living in such a way that would potentially please a man.
Nike is using their advertisements to play into socially gendered norms in order to sell their products.  This ad is catering to women.  The message being sent is: "If you buy our products, you will have a toned butt" and subsequently "you will be noticed by men".
This advertisement and the message behind it is potentially very harmful for young people because it is teaching gender.  It is teaching that what it means to be a woman is to have a big butt and other beautiful features.  It emphasizes outward appearance and forces young women to abide by normalized qualifications.  (Not to mention the lesson's young men are receiving by the same commercial: a woman  will always cater to your pleasures).

Interrogating inequality in Sports Media

Sports Illustrated Magazine covers for 2013--Gender representations

I researched the cover photographs of Sports Illustrated Magazine for the year 2013 and found that 1 of the 160 covers had a woman in it.  It wasn't even of just a woman, it was two men holding on their shoulders. She was posing in a feminized version of their uniform.  This reveals the delicacy of women and the power/strength of men, thus reinforcing normalized gendered behavior.
The only picture with a female in it still reinforced societies expectation of women.  The men were supporting her with ease while they held her on their shoulders.  The other cover photos were all male, mostly action shots of individual athletes or sometimes specific teams.  Clearly, society views men as the powerhouse and support and women as subversive delicate beings.
Despite all of the woman's rights movements, while they did have an impact, society still views if not thrives off of normalized gendered behavior.  Women are seen as the delicate, poised, subversive, and 'just there to be looked at' objects of sexual pleasure. While men are seen as the support, the tough, the strong, the powerful, the focus, the determination, etc.
My research of 2013 cover photos on Sport Illustrated supports previous researched and knowledge of media and sports.  According to Coakley, media such as magazines is a "very male-oriented network" (429).  Men are seen as "man vs. man, man vs. nature, man vs. beast" while women are positioned in suggestive postitions or revealed to be powerless (Coakley 429).  Statistics show that "men sports recieved 90 percent of coverage in all the media and images and narratives tend to reproduce traditional ideas and beliefs about gender" (Coakley 429).
There has been a struggle and battle for equality in sports, however, according to the statistics and evidence of the covers on Sports Illustrated magazine, the struggle is far from over.

Resources:
Coakley Chapter 12
http://cnnsi.com/vault/cover/select/2013-01-01/2013-12-31/dd/1/index.htm

Reflecting on the Shame of College Sports: Should NCAA Div 1 Basketball and Football players get paid?

According to the articles, collegiate sport has increased in popularity and in a way become the label for schools.  It's as if they are an individual franchise as opposed to a department of the school.  There have been discussions among presidents of Universities in which decisions concerning the participation of sport in college: "players would 'enjoy the game as participants in a form of recreational competition rather than as professional performers in public spectacles'" (NYT Sport Economy 4).  Today, however, there is nothing recreational about Division 1 sports in college.  Spending on sports on the collegiate level has increased drastically.  For example, yearly salaries for coaches of D-1 school has increased by 650% (3).  While D-1 sports bring in a large amount of money in ticket sales, the cost for the sport is still pricey, forcing more than half of the players to pull from student loans (4). Not only is it demanding money from players, but it is also effecting their grades in a negative way. Tests have shown that athletes are more likely to study less, drink more alcohol and party more often (5).  Despite all of these seemingly negative outcomes of Division 1 sport, there are some positive outcomes as well. For example, sport is one of the only ways the student body knows how to come together as one. 

This hasn't been something I've really every considered simply because I am not a college athlete; I'm a dance major so all of my funding comes from tuition.  While reading these two articles, I could easily take either side.  On one hand, Division 1 sport is bringing in a very large amount of money to specific institutions.  They are also paying their coaches a large amount.  Through this lens, why shouldn't they athlete get paid to play? After all, they are providing entertainment and working very high to do so, just like a professional athlete.  On the other hand, however, the athlete is also going to college, a place where they should be focusing on their long-term future even after their Football or Basketball career, not spending most of their time caught up in the sport scene, forcing their academics to suffer. 

Sports, Politics and the Olympics

The 1936 Olympic games were held in Berlin Germany during the days of Adolph Hitler.  Hitlers Aryan obsession fueled propaganda and anti-Semitism (as well anti-Roma Gypsies) in the sporting events.  Many Jewish, part-Jewish or Roman Gypsies were banned from competing in the games for Germany.  Hitler stressed the physique of the Aryan which acted as a prerequisite for the military.  In protest of Germany's violent racism, there were multiple attempted boycotts that failed.  Hitler, on the other hand, had basically all evidence of violent racism hidden from view for the few weeks the olympics lasted.  He put on a peaceable front that many believed would last a long time, but had a pro-Aryan undertone the entire span of the games.  

During the opening ceremony, the tradition of the relay torch bearing run was founded.  According to ushmm.org, "It perfectly suited Nazi propagandists, who used torch-lit parades and rallies to attract Germans, especially youth, to the Nazi movement.  The torch itself was made in 1936 by Krupp, a German company better known for its production of steel and armaments".  Hitler believed that the games would filter out the "weak, Jewish, and other undesirables" (Wikipeida).  Ironically, the African American sprinter, Jesse Owens turned out to be the most popular hero of the 1936 Olympics. Propaganda was one of the political uses of sport in Germany.  Hitler used the games to assert more control over the German people and introduce Nazi culture to the entire world.  

According to my research and class discussion, I do not agree with the statement, "Sport is pure and devoid of political interference".  This statement is clearly incorrect in regards to the 1936 games in Germany where Hitler blatantly used propaganda to promote his dictatorship and ideals.  Even in sport today in America, politics are clearly involved and arguable completely run sports in society.  

London Calling: Globalization of the NFL

The NFL has many motivations behind the desire to expand its operations beyond the Unites States of America.  One of the obvious reasons is revenue.  By expanding world-wide, the NFL will increase in fans, which will increase the money received.  The NFL will also acquire rights to broadcast the games in more countries which will also increase the money received.  

London is the obvious choice for expansion for multiple reasons.  The first reason is the stadium.  Wembley stadium is well-fit for the NFL and will mostly be available at the times needed.  London and the Wembley stadium are also very easy to get to for travelers.  While these facts might be facilitating the expansion or make the expansion seem feasible, there are more facts that seem to be barriers to the success of the NFL in London.  According to the article, Europeans (not people from London) are willing to go to an American football event once a year.  This requires money, which as the article states, Europeans are willing to spend and make a trip out of it once a year, however, relying upon their willingness to travel eight times a year would not be smart.  The fans that do go to the game once a year are not necessarily into the teams or players playing.  For example, in the article, the author states that some of the European fans that attended the game in 2010 were fans of individual players that were retired, like Jerry Rice.  The probability of Europeans sustaining their dedication and interest in the sport once the franchise has moved to their neck of the woods is very low.  Having the NFL move over-seas would also take a toll on the players bodies as well as create a busier schedule for the fans in this already hectic world.  

I lived in New Zealand for six months and studied at an international school before coming to CU.  I met many Europeans (people from Germany, Denmark, and France).  While we were all very good friends, they would always joke about how horrible Americans were and how they wanted nothing to do with America (They like Canadians much better).  I don't think moving the NFL to London would be very feasible for this reason.  While it was a joke, they were still slightly serious.  I don't think an American sport like football would stick.
One possible dark side to this change could be a mass confusion.  Football is so much ingrained in US identity and something citizens of this country take great pride in.  Opening this sport up to the world could cause unneeded tension with other countries and take away a crucial part of culture that is specifically American.

Sport in the Ancient Wolrd

Ancient Greek sport "usually consisted of warrior sports such as chariot racing, wrestling and boxing, javelin and discus throwing, foot racing, archery, and long jumping" (Coakley 58).  These sports were usually in conjunction with mythology and religion.  According to the video, racing was the first sport and was held every four years consistently.  Like sport today, foot racing had rules. For example, a  false start would call for a beating by the judges in front of the entire crowd.  This was one of the highest shames for a free man.  An interesting aspect of this sport is that only men were allowed to watch and only men participated.  Both required money.  The only woman allowed was Zeus's sister and the men who won were automatically a sort of sex-symbol.  While men are still predominate in sport today, women in sport often have to sell themselves as a sex-symbol so as not to be seen as masculine. 

Ancient Rome sport consisted mainly of gladiatorial combat and chariot races.  These physical contests and games were used by Roman leaders to train soldiers.  The practicality of the game was a large reason for the sport.  These games were highly entertaining and spectators would often place bets.  When the spectators got bored, "the emperors passed around free food and tickets for prizes to prevent outbreaks of violence" (Coakley 59).  

Sport, Society & Me

My childhood was filled with activity.  I tried basically every sport when I was a kid: tennis, softball, golf, soccer, swim team, and dancing.  All of these I played on/off except soccer and dance.  These two were a constant activity all throughout my childhood and all the way through high school.  I grew up with the same soccer team and the same dance girls.  While the soccer field held a great importance in my life, the dance studio became a second home to me.  My teacher and my peers were like family; friendships that I still value today.  I am currently a dance major and dance almost every day of the week. Dancing is my passion and acts not only as a therapeutic exercise, but also allows me to express who I am.  

According to Eitzen, sports can be argued to play both a positive and negative role in US society.  First, Eistzen states that sport "is a fantasy--a diversion from the realities of work, relationships, and survival" (3).  The author goes on to say that "sport mirrors society" sharing "with the larger society the basic elements and expressions of bureaucratization, commercialization, racism, sexism, homophobia, greed, exploitation of the powerless by the powerful, alienation, and ethnocentrism" (Eitzen 3,4).  Through different lenses, both of these statements could be positive or negative.  A positive approach to these statements offers the argument that a small diversion from the realities of today's chaotic world is healthy and needed.  If American sport does mirror American society, by observing the positive and negative outcomes of sport, steps can be taken to correct what is wrong and better what is right.  On the other hand, through a negative study of these two statements, one could argue that American society indulges too deeply into the fantasy of sport.  This leads to overly-spirited and malicious fans who seek to harm opposing fans.  To agree that "sport mirrors society" in the ways listed above, is to agree that American society as a whole is negative.  Whether positive or negative, sport is an integral piece of American society.  

There are specific athletes in American society that are valued and respected while others are less valued and less respected.  For example, a professional football player is highly valued and respected simply because the NFL is well funded and it is a popular sport in American culture.  But a professional dancer, however, is less valued and less respected because the funds are low and is not widely popular.  

The Sport Ethic

As stated by Hughes and Coakley, "sport ethic refers to what many participants in sport have come to use as the criteria  for defining what it means to be a real athlete" (308).  A non-exhaustive, but informal list of the dimensions of sport ethic is: 1. Being an athlete involves making sacrifices for the game, 2. Being an athlete involves striving for distinction, 3. Being an athlete involves accepting risks and playing through pain, and  4. Being an athlete involves refusing to accept limits in the pursuit of possibility.
Exploring these dimensions on a deeper level reveal the heart of an athlete.  For example, an athlete is expected to make sacrifices of all kinds in order to meet the demands not only of the game itself, but of coaches, teammates, and family members.  An athlete is also expected to strive to be "swifter, higher, and stronger" through breaking records and exceeding others (Hughes and Coakley 109).  Competition is an inherent part of being an athlete.  An athlete does not accept injury or pain.  They are expected to push through the pain in order to achieve the other dimensions of the sports ethic. An athlete believes that in the realm of sport, anything is possible.  They are trained to not accept limitations without first trying to change them.
Athletes conform to the sports ethic because sports is run, measured, and evaluated by society.  To be an athlete means to conform to these ideas.  If an athlete performs according to the four dimensions stated above, the likelihood of 'making it' in the world of sports increases.
In my opinion, there are major psychological repercussions to these dimensions of the sport ethic. Striving for perfection could be a great motivator when held in the correct mindset.  However, when an athlete is held to one standard that the coach or audience views as 'perfect', the effort to become that perfection can be detrimental to the body and the mind.  Every one person has a different body that is capable of different activities.  If one person has the desire to be an athlete in a specific sport, but their body does not allow them to achieve this 'perfection' set by society, that person is inclined to alter their body physically (drug enhancements, eating disorders,etc.) and suffer mentally (self-degradation).  On the other hand, recognizing your bodies strengths and striving to perfect your abilities in that sense could be very beneficial.

Sport(s) in the USA

Sports world-wide acts as a platform for culture specific to different places.  There are different values, characteristics, and measurements of success in each sport and in each society.   According to Jay Coakley, sports in every society has "identifying features related to culture, social interaction, and social structure" (5).  These three characteristics of a society evolve with time.  Similarly, the idea and definition of 'sport' does too.
For example, in the USA, the acceptance of certain activities such as cheerleading and skateborading as sports has changed over the years.  However, football is arguably the most popular sport in the US today.  Other popular sports in America also include baseball, basketball, soccer, and hockey. Each of these sports share common characteristics such as coaches, team members, score boards, rules, officials, and a ball (or puck).  Each of these sports have individual features related to culture, social interaction, and social structure.  The interactions betweens fans, teammates, and opposing players creates a social world specific to each sport.  Another common characteristic shared by each of these sports is the spirit revealed by the fans.  On 'game day', the value of a specific team in a culture is obvious.  For example, on the Sunday of a Colorado Broncos NFL game, almost every Coloradan will be wearing either orange, blue, or a combination of both and almost every store will be displaying the Broncos colors in some way, whether it be blue and orange balloons or a flag to support the home team.
The success of sports in the US can be measured in different ways.  The success of a sports team is measured by the amount of championship games won.  The success of an individual athlete is the amount of trophies, championship rings, or medals the athlete has on display.  The success of both a team or individual sport is measured by the amount of fans or the number of viewers.  The success of an athlete is to have a professional title in a specific sport.  In a broader sense, Thomas Jech in his book "The Ranking of Incomplete Tournaments: the Mathematician's Guide to Popular Sports"states that successful sports teams "are determined, whenever possible, by objective methods, preferably measuring performance numerically, in terms of seconds, meters and number of wins and losses, etc" (246).
Above all, the key factor in popular sports in America is that fact that sports is predominately masculine.  The most-watched, most-spirited, and most popular sports (listed above) are all male groups.  As stated in the text, strong, competent woman athletes are "described as 'unfeminine' or as 'unnatural' or 'immoral'" (Coakley 19).  This ideology has been deeply rooted in American society years and is obviously still in practice today.