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Feminist Ideologies in Women's Athletic Advertising



basketball girls

Gu Jianlin a Chinese-American woman athlete made the decision to represent China, her mother's country, despite growing up in the United States. It was a moment of tension between the countries that surprised many Americans. Some even called her a traitor. She chose to represent her country's mother, which was not a popular choice. Society treated her differently than if her family had stayed in the United States.

Feminism

This study investigates the role of feminist ideologies and women's marketing in female athletic advertising. Although the sample is small, it provides some insight into the female athletes and the role of feminist marketing in athletic products. It might inspire additional research. A larger sample size could yield stronger conclusions. Additional research may be necessary to determine the relationship between feminisms and athletic values.

Size

Reports about the size of Asian female athletes are often focused on their beauty and strength. This kind of commentary has been a consistent feature in Asian-American Olympics coverage. Despite the prevalence of the stereotype, Asian-American athletes excel in numerous other sports as well.

Fragility

Asian American women have been making their journey to the Olympics and have been closely watched by national teams and fans. One recent example of this is Zhu Yi, who has received some mockery for falling during the team event. Zhu gave up her American citizenship to compete for China and "stole" the spot from a Chinese-born athlete.


Color

The history of Asian female athletes in sports has been complicated. Even though most Asian countries and the US have a majority of female athletes, there are some Asian-American women who have made great strides in sport. Chinese athletes have been the most prominent and successful in sports dominated by non-Asians. There are many Asian women who, despite their drive and talent, have not been fortunate.

Status

Asian female athletes are becoming more visible and prominent, winning medals at international competitions and Olympic games. They are often role models and diplomats and speak out against injustice in both their personal and professional lives. We are proud to present seven Asian female athletes in this issue of Vogue Singapore.

Race

Stereotypes regarding race have been around for a long time, particularly in competitive sports. Asian athletes are often stereotyped as weak, fragile, or biologically unsuited for modern sports. However, Asian women are becoming more well-known in the athletic world and are being featured in more news stories. The stories often address the athletes' physical strength and psychological characteristics.



 



Feminist Ideologies in Women's Athletic Advertising