본문 바로가기
KERD
논문KCI 등재

From the Lingerie Girls to the Legends Gladiators: Exploring Erotic Capital and Media sexualization of the LFL’s commercials

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류기타예술체육

초록

This study explains how women’s football strategically transfers the sports league’s image from hyper-sexualized women’s sports entertainment to the real football league. By focusing on the commercial messages from the Lingerie Football League and the Legends Football League, the author could understand the nature of the sexualized culture as the unique entertainment women’s sports league. By adopting reading sport critically (McDonald & Birrell, 1999), the purpose of this study is to understand the difference between the Lingerie and Legends Football League (LFL). This study further examined how women’s erotic capital performed in the LFL. Thus, in what follows, the author explores the extent to which the LFL strategically manages the mediated athletic bodies—in terms of adornments, types of movement, and media framing—presented to its viewership. In so doing, this analysis looks at the mediated feminine body as it is transformed, made into a site for maximum erotic capital. The findings indicate how the critical perspectives explain the LFL context and provide suggestions for further exploring a newly formed women’s professional sports league.

Abstract

This study explains how women’s football strategically transfers the sports league’s image from hyper-sexualized women’s sports entertainment to the real football league. By focusing on the commercial messages from the Lingerie Football League and the Legends Football League, the author could understand the nature of the sexualized culture as the unique entertainment women’s sports league. By adopting reading sport critically (McDonald & Birrell, 1999), the purpose of this study is to understand the difference between the Lingerie and Legends Football League (LFL). This study further examined how women’s erotic capital performed in the LFL. Thus, in what follows, the author explores the extent to which the LFL strategically manages the mediated athletic bodies—in terms of adornments, types of movement, and media framing—presented to its viewership. In so doing, this analysis looks at the mediated feminine body as it is transformed, made into a site for maximum erotic capital. The findings indicate how the critical perspectives explain the LFL context and provide suggestions for further exploring a newly formed women’s professional sports league.

참고문헌 (57)

  1. Agthe, M., "Does being attractive always help? Positive and negative effects of attractiveness on social decision making", Personality and Social Psychology Bulletin, 37, pp.1042~1054 (2011)
  2. Anagnostopoulos, C., "Branding in pictures : using Instagram as a brand management tool in professional team sport organisations", European Sport Management Quarterly, 18(4), pp.413~438 (2018)
  3. Becker, G. S., "The economics of discrimination" (1971), University of Chicago Press
  4. Belknap, P., "A conceptual replication and extension of Erving Goffman's study of gender advertisements", Sex Roles, 25(3-4), pp.103~118 (1991)
  5. Toni Bruce, "New Rules for New Times: Sportswomen and Media Representation in the Third Wave", Sex Roles, 74(7-8), pp.361~376 (2016), Springer Science and Business Media LLC[DOI]
  6. Chawansky, M., "Wanting to be Anna : examining lesbian sporting celebrity on The L Word", Journal of Lesbian Studies, 17(2), pp.134~149 (2013)
  7. Cummins, R. G., "Selling music with sex : The content and effects of sex in music videos on viewer enjoyment", Journal of Promotion Management, 13, pp.95~109 (2007)
  8. Cunningham, G. B., "Creating and sustaining workplace cultures supportive of LGBT employees in college athletics", Journal of Sport Management, 29(4), pp.426~442 (2015)
  9. Cunningham, G. B., "Choosing an endorser for a women’s sporting event : The interaction of attractiveness and expertise", Sex Roles, 58, pp.371~378 (2008)
  10. Daniels, E. A., "Sex objects, athletes, and sexy athletes : How media representations of women athletes can impact adolescent girls and college women", Journal of Adolescent Research, 24(4), pp.339~422 (2009)
  11. Daniel. E. A., "Sexy versus strong : What girls and women think of female athletes", Journal of Applied Developmental Psychology, 33, pp.79~90 (2012)
  12. "Putting the skin in pigskin, Lingerie Football League to debut in 2009" (2008)[URL]
  13. Dion, K., "What is beautiful is good", Journal of Personality and Social Psychology, 24(3), pp.207~213 (1972)
  14. Duncan, M. C., "Sports photographs and sexual difference : Images of women and men in the 1984 and 1988 Olympic Games", Sociology of sport journal, 7(1), pp.22~43 (1990)
  15. Eagly, A. H., "What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype", Psychological Bulletin, 110(1), pp.109~128 (1991)
  16. Feingold, A., "Good-looking people are not what we think", Psychological Bulletin, 111(2), pp.304~341 (1992)
  17. Fink, J. S., "Using athletes as endorsers to sell women’s sport: Attractiveness versus expertise", Journal of Sport Management, 18, pp.350~367 (2004)
  18. Fink, J. S., "Female athlete endorsers : Determinants of effectiveness", Sport Management Review, 15(1), pp.13~22 (2012)
  19. Frederick Jr, E. L., "Legends worthy of lament : An analysis of self-presentation and user framing on the Legends Football League’s Facebook page", Journal of Sports Media, 12(1), pp.169~190 (2017)
  20. Frew, M., "Health clubs and body politics: Aesthetics and the quest for physical capital", Leisure Studies, 24(2), pp.161~175 (2005)
  21. Glenny, E. G., "Visual culture and the world of sport", The Scholar & Feminist Online, 4(3), pp.4~ (2006)
  22. Goffman, E., "Gender advertisements" (1979), Harper & Row
  23. Gow, J., "The relationship between violent and sexual images and the popularity of music videos", Popular Music & Society, 14(4), pp.1~10 (1990)
  24. Green, A. I., "The Social Organization of Desire : The Sexual Fields Approach", Sociological Theory, 26(1), pp.25~50 (2008)
  25. Hakim, C., "Erotic capital", European Sociological Review, 26(5), pp.499~518 (2010)
  26. Hooley, T., "‘If you look the part you’ll get the job’: should career professionals help clients to enhance their career image?", British Journal of Guidance & Counselling, pp.1~14 (2014)
  27. Kane, M. J., "Exploring elite female athletes’ interpretations of sport media images: A window into the construction of social identity and “selling sex” in women’s sports", Communication & Sport, 1, pp.269~298 (2013)
  28. Kane, M. J., "Expanding the boundaries of sport media research: Using critical theory to explore consumer responses to representations of women’s sports", Journal of Sport Management, 25, pp.202~216 (2011)
  29. Kane, M. J., "Exploring elite female athletes’ interpretations of sport media images: A window into the construction of social identity and ‘‘selling sex’’ in women’s sports", Communication & Sport, 1(3), pp.269~298 (2013)
  30. Kang, M. -E., "The portrayal of women’s images in magazine advertisements: Goffman’s gender analysis revisited", Sex Roles, 37(11, pp.12) (1997), 979~996
  31. Khomutova, A., "‘Legends’ in ‘lingerie’: sexuality and athleticism in the 2013 Legends Football League UUSseason", Sociology of Sport Journal, 32(2), pp.161~182 (2013)
  32. Kim, K., "Athletic or sexy? A comparison of female athletes and fashion models in Sports Illustrated swimsuit issues", Gender Issues, 31(2), pp.123~141 (2014)
  33. 김유겸, "Legends Football League 시즌광고를 통해 본 여성의 성상품화에 대한 비판적 담론", 한국스포츠사회학회지, 29(4), pp.89~113 (2016), 한국스포츠사회학회[DOI]
  34. Knapp, B. A., "Garters on the gridiron: A critical reading of the lingerie football league", International Review for the Sociology of Sport, 50(2), pp.141~160 (2015)
  35. Kolnes, L. J., "Heterosexuality as an organizing principle in women’s sport", International Review for Sociology of Sport, 30, pp.61~77 (1995)
  36. Krane, V., "Living the paradox: Female athletes negotiate femininity and masculinity", Sex Roles, 50, pp.315~330 (2004)
  37. Lucas, S., "Nike's commercial solution: Girls, sneakers, and salvation", International Review for the Sociology of Sport, 35(2), pp.149~164 (2000)
  38. Langlois, J. H., "Maxims or myths of beauty? A meta-analytic and theoretical review", Psychological Bulletin, 126(3), pp.390~423 (2000)
  39. McDonald, M. G., "Reading sport critically: A methodology for interrogating power", Sociology of sport journal, 16(4), pp.283~300 (1999)
  40. Madrigal R, "Measuring the multidimensional nature of sporting event performance consumption", Journal of Leisure Research, 38(3), pp.267~292 (2006)
  41. Mears, A., "Aesthetic Labor for the Sociologies of Work, Gender, and Beauty", Sociology Compass, 8(12), pp.1330~1343 (2014)
  42. Meier, H. E., "Is there a premium for beauty in sport consumption? Evidence from German TV ratings for tennis matches", EJSS. European Journal for Sport and Society, 12(3), pp.309~ (2015)
  43. Messner, M. A., "Taking the field: Women, men, and sports" (2002), U of Minnesota Press
  44. Mutz, M., "Successful, sexy, popular: Athletic performance and physical attractiveness as determinants of public interest in male and female soccer players", International Review for the Sociology of Sport, pp.1~14 (2014)
  45. Newman, J. I., "Sport without management", Journal of Sport Management, 28, pp.603~615 (2014)
  46. Pellizzer, M., "Enjoyment of sexualisation and positive body image in recreational pole dancers and university students", Sex Roles, 74, pp.35~45 (2016)
  47. Ponterotto, J. G., "Qualitative research in counseling psychology : A primer on research paradigms and philosophy of science", Journal of counseling psychology, 52(2), pp.126~ (2005)
  48. Riffe, D., "Analyzing media messages: Using quantitative content analysis in research" (2005), Lawrence Erlbaum
  49. Sarpila, O., "Appearance-related consumption among dating, cohabiting and married consumers: a comparison between men and women", The International Review of Retail, Distribution and Consumer Research, 23(1), pp.31~47 (2013)
  50. Shafer, L., "First down Dallas player, eager to debut in new Lingerie Football League", The Dallas Morning News, 38~39 (2009)
  51. Stake, R. E., "The art of case study research" (1995), Sage
  52. Signorielli, N., "Profile: Gender stereotypes in MTV commercials: The beat goes on", Journal of Broadcasting & Electronic Media, 38(1), pp.91~101 (1994)
  53. Urquhart, J., "The Globe and Mail coverage of the winter Olympic Games: A cold place for women athletes", Journal of Sport and Social Issues, 23(2), pp.193~202 (1999)
  54. Vincent, J., "Newspaper coverage of female athletes competing in selected sports in the 1996 centennial Olympic Games: The more things change the more they stay the same", Women in Sport & Physical Activity Journal, 12(1), pp.1~22 (2003)
  55. Wallis, C., "Performing gender: A content analysis of gender display in music videos", Sex Roles, 64(3, pp.4) (2010), 160~172
  56. Weaving, C., "It is okay to play as long as you wear lingerie (or skimpy bikinis): a moral evaluation of the Lingerie Football League and its rebranding", Sport in Society, 17(6), pp.757~772 (2014)
  57. Yoder, J. D., "Sex Roles: An up-to-date gender journal with an outdated name", Sex Roles, 74, pp.1~5 (2016)

관련 논문AI추천

이 간행물의 다른 논문 (8건)