FEMINIZING OLYMPIC REALITY

David L. Andrews

33 citations0/0 files storedInternational Review for the Sociology of Sport

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Sports, Gender, and Society Gender, Feminism, and Media Media, Gender, and Advertising

Abstract

This paper appropriates elements of Jean Baudrillard's provocative contemporary cultural theorizing as a suggestive framework for examining the nature, and influence, of the mass mediated spectacles that dominate American sporting culture. Concentrating on the National Broadcasting Corporation's coverage of the 1996 Summer Olympic Games in Atlanta, this discussion highlights the ways in which the network manufactured a simulated model of Olympic reality that was explicitly designed to seduce female television viewers. More specifically, this paper explicates how NBC consciously mobilized traditionally feminine codes within, and through, the content and structure of its prime time televisual discourse. The paper concludes by advancing the notion that, rather than challenging them, NBC's feminization of Olympic reality merely accentuated the essentialist and hierarchically ordered notions of gender identities, practices, and experiences, which reside all too comfortably within the popular imaginary.

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References

1993Consumer Culture and Postmodernism 2007Consumer Culture and Postmodernism 2011Questions of Cultural Identity 1993Media Events: The Live Broadcasting of History.1996Media Culture: Cultural Studies, Identity and Politics between the Modern and the Postmodern 1994Symbolic exchange and death 1995The Electronic Eye: The Rise of the Surveillance Society .1997The Gulf War Did Not Take Place.

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2002Best Olympics Ever?, The: Social Impacts of Sydney 2000 2001Sport and Society 2000Nationalizing the Olympics Around and Away from “Vulnerable” Bodies of Women 2000Media sport audiences - young people and the Summer of Sport '96: revisiting frameworks for analysis 2001Women and Sport in the 1990s: Reflections on “Embracing Stars, Ignoring Players“2008Italian Women's Television Coverage and Audience During the 2004 Athens Olympic Games

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