Gender representation can be seen throughout the ways the models are posed in the images, the activity they are performing, the intensity, and the message. Sexualization has long been a problem in advertising and reinforces gender norms. Women have been sexualized for their bodies whether it be showing cleavage, lots of leg, or seductive poses. Out of the 16 female posts, 10 showed the models wearing a sports bra as a shirt exposing their stomachs and more of their skin. Men too have been sexualized for their bodies with an emphasis on muscular arms and toned chests. Out of the 12 male posts, 7 of the models’ muscles were either intended to be the main focus or the video zoomed in to highlight muscular parts of their bodies. Before I started researching, I assumed this issue would be very prevalent in the posts I was analyzing. I was expecting the athletes to be seen in sexual poses as a way to sell the merchandise. To my surprise, the sexualization was not all that obvious.
In a video posted by Nike of a South Korean athlete, they showed her in various positions whether that be stretching, running, training, or just posing for the camera. The positions that she was stretching in were seductive due to the facial expressions she made toward the camera and the way the camera sped up and then slowed down when she looked up. Some of the other stretches could be seen as sexual as well as she dramatically reached her arms back and the facial expressions she made. Along with those facial expressions, she would also stare intensely at the camera at a close-up angle which in magazines of fashion models can be seen as sexualizing. At the end of the video, she becomes more flirtatious with the camera and no longer serious. The wink and smirk at the end are what made me think that she was being sexualized in some way or another. I found this post interesting as it felt the most sexualized out of all of the others, I analyzed however the message in the caption was about her being an advocate of abuse. Whether Nike intentionally sexualized her or not I still noticed aspects that felt purposeful.
Credit: Suk-hee Short-Track Speed Skater by Nike. Public domain.
dit: Suk-hee Short-Track Speed Skater by Nike. Public domain.
The sampling frame had me focusing on the first image I saw in a post, meaning that if it consisted of multiple photos in a swipe, I would only analyze the first image. I began to realize a pattern amongst some of the posts I was seeing. The first photo or video was not what I would consider being a sexual image however after swiping through I noticed that the next few images were sexualizing them. This meant either a zoomed-in area of their body or highlighting a body part that showed a lot of skin. Under Armour posted a photo of one of their plus-sized female models working out, the next swipes show her lower body and butt. Even though I was not analyzing these images, I still think it is important to note this subtle sexualization of the female body. It can be argued that it is showing how it fits her body, but it still focuses on her lower body and more importantly her butt without including her face.
Credit: No-Slip Waistband by Under Armour. Public domain.
Credit: No-Slip Waistband by Under Armour. Public domain.
Credit: No-Slip Waistband by Under Armour. Public domain.
Lululemon sexualizes one of their male models in a similar way however the first video shows the man working out with a focus on his muscles and the excessive amount of sweat on his body. The following swipe images highlight his muscles in his tank top with sweat covering him to show how strong he is in a male sexual way. For both males and females, the sexualization may be subtle but there are still hints of it throughout the posts whether it is the first image/video, or the user has to swipe to find it.
Credit: License To Train Shorts by Lululemon. Public domain.
Again, even though my analysis was centered on the first image I felt it was important to acknowledge this theme and how athletic brands slyly incorporate the sexualization of their models. I was surprised by the lack of sexualization in the other posts I analyzed as I had assumed that it would be common in advertising regardless of the industry. As an athletic brand, they are representing physical activity and health through their products, primarily their clothing. The parts of the body or intended sexualization of the models contributes to the reinforcement of gender norms as they highlight areas of a specific gender’s body. They use their social media platforms to reach their demographics through their models posing in their clothes. To my surprise sexualization is not as prevalent for athletic brands but it does still exist and typically in subtle ways.