SHS Web Conf.
Volume 155, 20232022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|Number of page(s)||4|
|Section||Research on Social Development and Humanities Education|
|Published online||12 January 2023|
Sportswomen and Digital Media: Case Study of “Dream Crazier” Campaign
The London School of Economics and Political Sciences, London, UK
* Corresponding author: Liuxt15@outlook.com
The article focuses on popular feminist movements about sportswomen with the example of Nike’s movement “Dream Crazier”. It firstly considers the features of popular feminism, the media’s role as a carrier, and the increased visibility of feminist movements in the digital era. In addition, given the context of the Nike sportswomen campaign, the essay proposes to analyse the engagement of digital media forms, especially posters on sportswomen, with a broader and more effective circulation of feminist claims. The essay contends that by illustrating sportswomen in videos and posters and presenting the discourse of renowned sportswomen like Serena Williams, the campaign conveys feminist appeals on sexual sporting equality, presents female power, and also works with intersectionality that protects equal rights for black sportswomen. This reflects the characteristics of popular feminism in the contemporary period. The essay concludes with further consideration of popular feminism when it refers to the relationship between celebrity figures and commercialized companies.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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