As previously mentioned in class, women as athletes are not taken as seriously as men. For one thing, the female version of many sports (lacrosse, rugby, softball, even golf) is extremely downplayed and less aggressive then male sports. The games are often boring, soft played, and not as entertaining as the full out, full contact, no exception, “balls to the walls” male version. So with this being said, how are women suppose to be taken seriously as athletes? How are they going to gain attention and recognition? Women athletes (especially the WTA and LGPA) are taking a business approach to athleticism and banking on the concept of marketing. So what is their new marketing secret? Sex Appeal.
In Chapter 6 of Mediasport, Wenner discusses “Marketing, Sport, and the Mass Media”. He states how there are a few marketing techniques that sell women’s sport, some including: conflict, heroines, and “little girls and sweethearts”. Now, little girls and sweethearts aren’t exactly sex appeal. But this wasn’t gaining them attention or recognition. In 1987, “the LPGA and women’s professional tennis involves pressures to be slim, look sexy, and act ‘feminine’ (95). Over twenty years later, and the two sports have taken these pressures and turned them into a way to survive as an athlete.
The article, “Women’s Tennis Cashing in on Sex Appeal” (http://www.buzzle.com/editorials/8-29-2006-106944.asp) by Mark Hoerrner discusses how superstar tennis players such as Sharapova, Kournikova, and the Williams sisters are capitalizing on their sexy images and status as an athlete to acclaim highly profitable endorsements. The article mentions how Kornikova hasn’t won a single title, yet has million dollar endorsements. The women athletes know the men athletes take more to the bank. So their thoughts are we have the status of athletes so why not combine that with our good looks and cash in too.
The questions I want to ask the class are: is it fair how women athletes play up sex appeal to gain status and attention? Do you think it is a legitimate way to get your name recognized as an athlete? Also, do you think they are only making the issue of unequal gender rights worse? Do you think women are belittling themselves by using their attractive to make their way to the top? Will these women athletes ever be recognized solely for their athletic ability, or will their attractiveness always help them gain stature? What about more women athletic heroines?
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I think these women are smart businesswomen. If they are in their sport to make money, then they are doing the right thing. I wish it were different, and I'm sure some of these female athletes wish it were too. However, they get to play their sport at the highest level possible, plus make a few million on endorsements, who wouldn't capitalize on that situation. I don't see a problem with a woman being a sex symbol and an athlete. I think athletes should be known for their hard work on the field, but shouldn't turn down million dollar offers to possibly show a little skin. I don't think Serena and Venus' sexy outfits and advertisements shadow their success and tennis stars. People say, "Wow she's an awesome tennis star, and damn she's sexy!" There's nothing wrong with having both of those things going for you.
I don't think it makes gender issues worse, women aren't the only ones flaunting what they got these days. Have you seen David Beckham's new Calvin Klein ad campaign....yowza.
I think athletic ability definitely is something that is recognized by the people, but we aren't blind, if an athlete is attractive we're going to gain interest in their specific sport, and what is wrong with that? The reason I feel so strongly is that I don't think it's women who are capitalizing on this anymore. Male athletes do it too. Athletes like Beckham, Tom Brady and Andy Roddick have all done advertisements that flaunt their sexuality because they know that women find them attractive. I think it's okay. It's not so unequal in that sense of the matter.
I don’t feel that it’s right or fair that women have to use their sex appeal to gain respect or attention. Unfortunately that’s the world we live in right now and it doesn’t look like that’s going to change. Without the sex appeal there isn’t enough interest in female sports for most fans. I’d much rather see a female player be recognized for her play and talent then for her body but our society isn’t like that.
I can’t blame them for using their bodies to get attention because they have to make a living and if their attractiveness is going to get them an endorsement deal than it’s understandable. Chapter 14 in our handbook talks about how hard it is for women athletes to receive attention, “Lead stories-another measure of importance-almost never focused on female athletes, (an average of 2.9% among the three networks and sports center) presented no lead stories at all about women’s sports.
I hope that in the future the attractiveness of a female athlete will not be as important as her talent. I don’t know if that’s going to happen but I know there is plenty of talent in women sports right now and most of it goes unnoticed. Women sports gaining more respect and attention is something that could take a long time but it’s necessary if female sports want to take the next step.
Both Jills make great points. They are great businesswomen and I can't blame them for a minute for getting their money while they can. But at the same time, the fact that Anna Kournikova gets the rediculous endorsements she does without ever winning a tournament blows my mind. It's not AK's fault by any means, but it is the fault of K-Swiss, Lycos, Microsoft and other companies who throw money at her. I have nothing against using sex appeal to sell, but it seems like these endorsements are giving her undue credit as an athlete. She gets the endorsements more for her look than for her performance.
In terms of being able to market in other ways, like Wenner says "controversy and heroines" do, its not something present all the time. You need to have the situation arise for a heroine to grab the hearts of americans, or for a conflict to catch attention. As good as the Tonya Harding/ Nancy Kerrigan situation (I guess that's putting it mildly) was for the sport of figure skating in the mid-90's; "The night that Tonya Harding and Nancy Kerrigan skated in the 1994 Norway Olympics was the sixth highest-rated television program of all time" (Wenner Ch. 6). You don't want athletes hiring their ex-husband & friends to viciously attack their opponents before a contest.
I don't think many people mind the use of sex appeal in ads. I'm sure all the guys in the class loving watching the Canon commercials that keeps snapping shots of Maria Sharapova just as much as the ladies enjoy watching David Beckham strutting around in his Calvin Klein briefs. Sex is in everything else on TV, so why not the commercials?
It's unfortunate that many women athletes feel they have to use sexuality to prove themselves. But, because of the gender roles that are still ingrained in our society, women athletes often find themselves desperate for media attention. Their athletic ability should be enough, but it's usually not.
In Chapter 29 of the Handbook, Baroffio-Bota and Banet-Weiser say the following about the WBNA's Lisa Leslie, "It is clear that it is absolutely crucial for Leslie to be 'equally' comfortable in either the athlete or model mode--it is precisely this easy movement between the two that helps legitimate her status as a star athlete" (492). If she wants to model, that's her business, but women like Leslie should not feel they have to become models to be seen as legitimate athletes. Showing off her physically fit, athletic body, could represent the strength and intensive training of women's athletes that some may discount, but she shouldn't need to do so to feel legitimized.
Modeling is one thing, wearing a slightly revealing outfit is another, but there are other ways that I think take it too far. The Handbook also mentions the infamous nude calendar that featured photos of the Matildas, an Australian women's soccer team. One of the players is quoted as saying that they made the calendar to get the media attention and publicity they felt they deserved by lifting their profile and proving that they're not all "butch lesbians" (492). They may have gotten media attention, but I guarantee that it wasn't for their skills on the soccer field. And just because they posed nude doesn't necessarily prove anything about their sexual orientation.
Sex sells in our country, and female as well as male athletes have taken advantage of this mentality. So, if men use it, so can women, there shouldn't be a double standard. However, regardless of which gender someone is, they shouldn't feel that they have to use sexuality to prove themselves as an athlete. And, there's a fine line between doing something subtle that advances your career (and may make you more recognizable), and something that could result in a backward step for your entire gender.
I think there is a fine line to be seen with women as athletes. It is hard to be taken seriously, because unlike men, women don’t get attention for being good at the sport, they get attention for being good looking while they play the sport. The questions that I can’t get passed if that a women results to sex appeal; are they going to be taken less serious in the game? I believe that it is fair for women to use their sex appeal to gain them attention, without sex appeal you wouldn’t know of women sports. I also think if you’re a good looking athlete that you shouldn’t be viewed as superficial for using that as a marketing technique. Take Derek Jeter for example, no one looks at him less because he graces the cover of every magazine; it sells copies, and makes the athlete money while gaining them attention. Because it is so hard to get your name in the media as a female athlete I do it is a legitimate way to get your name recognized as an athlete.
I do not think they are only making the issue of unequal gender rights worse, because the media is just doing their job; presenting what sells. As unfortunate as it is I do not think that women athletes will ever be recognized solely for their athletic ability. If you have two women with the same athletic ability and one is more attractive; the more attractive one will obliviously get more media coverage. In chapter six, Women, Sport, and Media Institutions state that heterosexual sex appeal, when presented in terms of fitness sells very, very well. It goes on to say that since 1991 women have spent $21 billion per year in the purchase of athletic shoes and apparel. I think sex appeal sells to both genders. Women want to be physically fit and attractive and are intrigued by the covers of these magazines and stories as well.
I have to say that as an overall response to Jill’s article and questions, I think it is very sad that female athletes have had to resort to using sex appeal to gain audiences and increase television ratings for their sports. However, on the other side it is a known fact that sex sells, and looking at this from a business perspective, it would be hard for anyone to pass up making millions of dollars in endorsements.
I don’t think that it is unfair for female athletes to use sex appeal to gain status and attention because male athletes do the exact same thing, but I wish that it wasn’t necessary for them to do so. Take David Beckham for example. Sure he is an amazing soccer player, but soccer is not a highly viewed sport in the US in comparison to say football and baseball. Beckham is the only professional soccer player that I can name, and it’s because his sexuality and amazing looks have gained him so much media attention. I would tune into soccer just to watch him play.
The same goes for female athletes promoting their sports. In Chapter 6 of MediaSport, Wenner says that marketing for a sport like tennis revolves around “looking sexy and feminine.” Venus and Serena Williams use their sexuality to make money through endorsements, but they’re incredible tennis players who win titles. Not only are they thought of as sexy, but also powerhouses on the court. Since being respected as great athletes came before they began selling their sexy image, I do not see the problem. If them promoting themselves will boost their viewership and fans, then why not?
In MediaSport, Wenner also states that “female athletes are invisible and ignored in the media.” While I don’t believe that selling sex appeal is a legitimate way to make your name as an athlete, if it will help to increase audiences, and as a result make viewers recognize how truly talented these athletes are, then I think it could be very positive. Wenner says that “NCAA football attendance and television ratings are declining while attendance and TV ratings for women’s basketball have tripled since 1985.” In addition, Jill’s article states that ratings for women’s tennis have greatly increased over the past year. It can be assumed, in tennis at least, that athletes’ sex appeal played a large role in the increased viewers, but that it’s lasting because they realized how talented these women are.
The problem is when athletes like Anna Kournikova use their sexuality to promote a sport that they’re really not even good at. The article says that she earns $12 million a year, and she hasn’t won a single title. In this case, she’s purely promoting her body. As the article states, when promoting sex appeal starts to “undercut the credibility of the product,” that’s when it becomes a problem. The sad thing is that tennis and sexy women have become synonymous, yet there are so many other players who want nothing to do with it. It’s ridiculous to me that pro tour players who win titles do not get nearly the same amount of recognition as a player like Kournikova, who only has the body.
I think female athletes should be recognized for their skills in their game, not their sex appeal. If they or the league promoting a sport wanted their athletes to look sexy in order to gain ratings or audiences, they should be in modeling or something different then sports.
These days in female sports, there could be the next great female athlete in the WNBA or another league and nobody would know that because she may not be as good looking as Danica Patrick or Maria Sharapova and because she isn't very good looking, this athlete won't get the press coverage that other athletes would.
If there are going to be female athletic leagues, I think they should be equal to that of their male counterparts leagues. There will always be some differences between the two but I think if women's sports could be as even to males as possible, they would have more fans and viewers then they do now. The reason females get half or less of the attention that men get is because the games the two play are much different then each other and women's sports are less competitive.
Political correctness dictates that men and women are equal. The laws of nature say otherwise. Women can’t run as fast, jump as high, or swing as hard as men, but that doesn’t mean that they shouldn’t be allowed to compete in sports. The problem is that the public pays to see people run fast, jump high, and hit the ball far. In MediaSport, chapter 12, Kane and Lenskyi state, “In both print and broadcast journalism these representations create the prevalent world view that female athletes are, by definition, a less authentic version of their male counterparts.” So, what choice do female athletes have but to sell their sex appeal to make up the difference. A win on the LPGA pays about $130,000 while a win on the PGA tour pays upwards of $800,000. Why, because people and sponsors pay to see 340 yard drives and the possibility of witnessing a historic round of golf. When Michelle Wie attempted to qualify for a PGA tournament, the media went all-out to cover the event because with her ability to hit the long ball it was conceivable that she could have been the first woman to qualify since Babe Didrikson Zaharias made a cut in 1945. Wie was also a charming young lady with a lot of future sex appeal for the media to exploit. The media had the best of both worlds; unfortunately, Wie failed in her several attempts at qualifying and the media ran out of excuses to cover for her. Public sentiment soon turned to asking why doesn’t she compete on the LPGA tour where she still has yet to win an event. The sad thing is: Wie was a fine golfer (She could probably kick my butt on her worst day) and the media put her in a no-win situation that she may never recover from.
I think male and female athletes equally use sex to sell themselves when it comes to advertising. As someone else mentioned, David Beckham is known for his soccer skills (which some say are past their prime), but he is equally popular for his looks and frame.
As was mentioned in class, LeBron James is clearly using his physique on his latest appearance on the cover of Vogue. Therefore, the double standard that people have when complaining about women using sex to sell themselves is hypocritical.
Besides Anna Kournikova, I can't think of too many unsuccessful professional athletes that gain fame from advertising because of their looks.
In Chapter 29 of the Handbook, the argument for women showing off their looks is defended. "On the other hand, they are celebrated for not only being comfortable with their bodies, but also for successfully adapting these bodies to succeed in an an arena traditionally perceived as the providence of men."
So why is it that when women show of their bodies, they are emphasizing their femininity. When men do it, they are showing off strength and power. The double standard is obvious. Instead, female athletes should be the model for young girls, not the anorexic "real" models. "Olympic swimmer Jenny Thompson says her nearly naked pose in Sports Illustrated is a welcome alternative to the ubiquitous images of anorexic women that come as us from Hollywood and Madison Avenue."
These athletes should be celebrated for their physical shape just like men are.
On the male side of things we see the most famous athletes are most often the most athletic. They are recognized for their feats on the field and how they perform in pressure situations. Men are able to become recognize first by how they play the game and those who decide to cash in on their looks make that a second priority.
Unfortunately, for women they have struggled to make names for themselves in professional sports. The most succesful women in sports may not even be the most talented. Using thier looks first to get the recognition, such as kounikova, and not having to show their true athletic abilities. WOmen that do this are not helping their sport or other women who are trying to get their sport to be looked at seriously. Also, women have begun to use their sex appeal too much in a way that it seems to say "look at me" and not "look at the sport". Womens sports have great athletes that have brought the game to new levels but if women keep using thier bodies their sport will not be taken seriously.
There are definate advantages of women athletes using their bodies to publicise the sport. The popularity has definately risen. But also I see some disadvantages. In trying to get men more interested in the sport they have been succesful, but for all the wrong reasons. Most men still dont take womens sports seriously and are only interested in the attractive athletes. Some women may be pushed away from the sport as they may see the athletes as moving away from the actual sport and thinking more about their image.
In my opinion, women athletes should think less about image and more about playing the game.
I agree with Jill Seward. Not only are these women smart businesswomen, but it shows that they care about their sport. Many people think otherwise, but let's take professional golfer, Natalie Gulbis. This beautiful blonde is barely 24, but she's been golfing since she was 4, and entered her first tournament when she was 7. Many of you don't know that she has a show on the Golf Channel, creatively called "The Natalie Gulbis Show". I watched the other day, as she was doing a photo shoot for a golf magazine, and the clothes were a little scandalous for golf attire. Natalie refused to wear what they gave her. Why? Because it wasn't what REAL female golfers would wear. According to her, she does magazine photo shoots to promote her sport, yet she does not want to disrespect the game she loves.
Natalie also does swimsuit shoots as well, but she says she does those so that people will tune in and watch her sport. She wants to draw attention not to her necessarily, but to the LPGA Tour. If people who are flipping channels see a familiar face, chances are they'll stop and watch, even for a second. But if Natalie can get that kind of attention to her sport, it can only help.
At the same time, I disagree with Matthew's post, because I don't think women necessarily HAVE to use sex appeal to gain respect. For instance, Rebecca Lobo, Billie Jean King, Annika Sorenstam, and even some of the older Olympians weren't necessarily famous because they were good-looking, it was because they were skilled at what they did.
As i mentioned in class last week, womens' sports have gone through periods of popularity, and I think it is based on those one or two cute faces that elevated the sport's popularity. Tennis has been very popular the last 5 years, and its because of the Williams' and Sharapova. Before that when Softball was on the rise, Jenny Finch was the buxom blonde on the cover of every magazine. And who better to bring in the IRL Racing Leagues than Danica Patrick, the brunette with a sexy attitude? That seems to be the way things work in today's society.
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