SUGAR+AND+SPICE+-+Strong+is+Beautiful

Name: Kirsten O'Shea

Student Number: N8103071

Tutor: Dr Katie Page

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**__ CULTURAL ARTEFACT __**

The above clip is a digital ad taken from the Women’s Tennis Association’s (WTA) global campaign branded “Strong is Beautiful”. The campaign features 38 current and next generation female tennis players in total, elegantly shot in slow motion hitting ground strokes whilst wearing stylish, billowy dresses complete with professional hair and make-up. The ads also include short voiceovers from the players discussing their backgrounds and aspirations as well as the intense personal hardships and social pressures they have overcome in realising their dreams as professional athletes. This particular clip includes players Sam Stosur, Ana Ivanovic, Li Na, Caroline Wozniacki, Vera Zvonareva, Serena Williams, Victoria Azarenka & Kim Clijsters with the voiceover asking, //“What are little girls made of? They’re made of sugar and spice, and sweat, and fury, and grit, and strength… that’s what little girls are made of”.//

**__ PUBLIC HEALTH ISSUE __**

The health benefits of women’s participation in physical activity and sport are well established. Participation in sport and physical activity can prevent a myriad of non-communicable diseases which account for over 60% of global deaths, 66% of which occur in developing countries (World Health Organisation, 2007). However, when comparing the number of male and females within the sporting realm, the disparities are extensive and concerning. The range of discrimination spans from the persistent marginalisation of women’s sport to gender based salary discrepancies, unequal adolescent participation levels as well as vastly different media coverage. The impact of this gender inequality means that women do not have the same opportunities in sport compared to their male counterparts and are therefore less likely to engage professionally in an area that can provide immense health benefits. The artefact selected represents the ongoing struggle of gender based stereotyping within the media today, as well as the social pressures women face, to not only be strong and skillful but more importantly beautiful, if they are to be considered successful sportswomen.

**__ LITERATURE REVIEW __**

 The negative portrayal of female athletes and women’s sport remains a persistent problem and although the last few decades have shown an in crease in the inclusiveness of women in sport, elite performance still seems to be paramount in Australian sport policy, overshadowing issues of participation, equity and access. (Green and Houlihan, 2005). Responding to Australia's poor performance at the 1976 Olympics, the federal government bolstered support for elite sport in the 1980s, establishing the Australian Sports Commission, the Australian Institute of Sport, and a Federal sports portfolio (Cortis, 2009). Since then major public health issues started to emerge including alarming trends of physical inactivity and obesity and as a result, resources started to be directed towards promoting mass participation instead. This shift brought a collaborative effort of both public health policies and agendas, community based initiatives as well as the more large-scale federals programs such as “Active Australia” (1996) and “Swap-it, don’t Stop It” (2011). Despite all this, issues of participation, equity and access are still prevalent within the industry today especially when addressing the inequality of women in sport.

Results of the 1999 National Physical Activity Survey published by the AIHW (Physical Activity Patterns of Australian Adults, 2000) showed women are identified as a “at risk” group who were less likely to participate in physical activity. In response to this the Australia's Senate restated the importance of promoting women's participation, adding reviews of uniform policies and improved media coverage to an emerging list of strategies for promoting diversity (Parliament of Australia, 2006). Although these strategies are welcomed and encouraged they hold certain limitations when applying them to a broader social context. This is especially noticeable in the case of male and female athletes in sports media. The differential treatment of each gender is easily highlighted in terms of the amount of coverage each receives, and with respect to the nature of the coverage itself (Speer, 2001). Women continue to be represented in sport by their physical attributes rather than their athleticism and ability. One particular example of this static discrimination can be seen in the popular North American magazine Sport’s Illustrated. For over 30 years it has produced an annual “swimsuit” issue containing images of females in revealing swimsuits generating massive advertising revenue. Despite is prolificacy this popular cultural icon with a ‘life of its own’ creates a catalyst of controversy through the sexualised coverage of female athletes as a thinly disguised form of pornography, with little to do with sport (Speer, 2001).

When examining the patterns of women’s participation and engagement in sport in Australia, thankfully, there are encouraging signs. Various organisations throughout Australia including the federal Australian Sports Commission have started developing initiatives designed to encourage and promote women in sport. Some of these include the Sports Hydrant, which is helping to amplify the voices of people who care about the ongoing growth, development and promotion of women’s sport. The Australian Broadcasting Corporation can be congratulated and applauded for its commitment to women's sport because if not for their coverage, the Australian public would virtually fail to see any women's sport on free to air television. Also to mention is the Australian Womensport & Recreation Association Inc (AWRA) who are a dynamic and enthusiastic volunteer not-for-profit organisation that was incorporated in July 2005. These are all great programs aiming to cut down stereotypes and provide that ever elusive level playing field for women in sport. Even the United Nations has taken steps by producing a framework published to promote the goals of equality, development and peace for all women and create a platform for action namely in the areas of research, policy and operational activities. All of these are providing great steps toward what is an achievable and realistic goal of having an equitable playing field for women in sport.

**__ CULTURAL AND SOCIAL ANALYSIS __**

It is no secret that there is little support held by the public media for women-sports related issues. Data taken by the Australian Sports Commission shows coverage of women in sport made up nine per cent of all sports coverage in Australian television news and current affairs media, while seven per cent of non-news programming content on television was devoted to female sport. Male sport, on the other hand, occupied 81 per cent of television news and current affairs reporting, and 86 per cent of non-news programming on television (Australian Sports Commission, 2009). This inequality stems partly from the unjustified social view that female performance in sport is predominately average to poor, in terms of viewing enjoyment and is therefore less likely to produce the revenue that can be seen in male dominated sports. However, this so-called preference of men in sport is not only poorly justified but highly questionable when the option for the alternative remains slim to none. It seems one of the greatest challenges that exists in increasing the coverage of women in sport is fuelled by the social constraints we create ourselves, including the assumption that sport viewers dislike what they are yet to taste. Only once an equal share of sport’s media coverage across both genders exists can such speculations deserve recognition.

Another important point to consider is that although the media is guilty of shaping much different ideas of male and female athletes, especially through the use of highly sexualised images, that this approach although at times imposed on female athletes, is also used voluntarily as a strategy to gain media coverage (United Nations, 2007). For example, in 2000, the Australian national women’s soccer team, the Matildas, launched a nude calendar to generate publicity and increase their public profile. As with any profession, there is a certain amount of responsibility each individual must accept, regardless of gender, when striving for success within their chosen field. The more sportswomen who take a firm stance against the use of their body to sell, promote or financial assist their progression as professional athletes the less opportunity the media will have to objectify women. This of course would not be without temporary detriment to the those female athletes already struggling to gain invaluable endorsement and sponsorship but if achieved, it would certainly decrease the images of women as sex objects in sports media today and slowly force the attention back to their sporting accomplishments.

 “Gender inequality is an institutionalized practice within sport organizations” Cunningham (2008). The little social value placed on women in sport whether it be as athletes, commentators, or board members continues to contribute to the rife inequality still seen today. Of particular importance in combating this issue is the involvement of the current dominators of the world of sport, men. The positive role men and boys can play in promoting women in sport is invaluable, starting in the home to the community and into the broader market, their involvement, contributions and support to achieving gender equality in this area is critical (United Nations, 2007). The presence of gender segregation through different types of sport and physical activity is another driving force that permits this continuing social imbalance. Ensuring increased access for women and girls to physical education and sport can help build confidence and promote stronger social integration. Involving girls in sport activities alongside boys can also help overcome prejudice that often contributes to social vulnerability of women and girls.

<span style="display: block; font-family: 'Times New Roman',Times,serif; text-align: center;">**__ ARTEFACT REPRESENTATION __**

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> The artifact presented is a good example of the provocative advertising used to promote women in sport today. The said intention of the WTA in creating the campaign was to “portray the players in a unique way, with an ultimate focus on their inner strength”. An admirable objective, however for me the ad merely represents yet another example of the continuing bias women in sport face today, being beauty before skill. The ad’s use of stunning imagery, creative lighting and colour, as well as the added emotive voice overs is indeed powerful and affecting however, this is ultimately overshadowed by the predictive and deliberate beautification of each player and their body. The real power of this ad lies with its ability to subtly manipulate it’s viewers into thinking it is more than a collection of exploitative images that have little to do with tennis.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> The campaign’s tag “Strong is beautiful” could have been a positive and encouraging message had it been accompanied by a similar clip less the unnecessary slinky outfits, water misters and professional hair and make up. Unfortunately for now it seems good looks will continue to trump athleticism and skill every time, when marketing female professional athletes. I believe any improvement to the current state of media marketing and coverage of women in sport starts with the end of the continuing stereotype's of women's physical abilities and social roles. This however, seems a far way off yet, so while women continue to make hard decisions from what limited options are available to them in the sports media, we can only remind ourselves that 'nothing good ever came easy'.

<span style="display: block; font-family: 'Times New Roman',Times,serif; text-align: center;">**__ REFLECTION __** <span style="display: block; font-family: 'Times New Roman',Times,serif; text-align: center;"> <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Completing this assessment piece has provided me with a broader understanding of the inequality of women in sport today. Through reviewing and analysing the literature and social forces that shape this issue today, as well as reading many other students work on the same topic I feel I have gained a more comprehensive and educated view, which has been both an enriching and valuable learning experience.

<span style="display: block; font-family: 'Times New Roman',Times,serif; text-align: center;"> **__<span style="font-family: 'Times New Roman',Times,serif; font-size: 23.4667px;">REFERENCES __**

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Australian Sports Commission, 2009, //Towards// //a Level Playing Field: sport and gender in Australian media////,// Retrieved on 03.11.11 from [].

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Armstrong, T., Bauman, A., & Davies, J. (2000). Physical activity patterns of Australian adults. Results of the 1999 National Physical Activity Survey. //Australian Institute of Health and Welfare.//

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Cortis, N. (2009). Social Inclusion and Sport: Culturally diverse women’s perspectives, //Australian Journal of Social Issues, 8//, 553-587.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Cunningham, G. (2008). Creating and Sustaining Gender Diversity in Sport Organizations. //Sex Roles// 58 (1):136-145. doi: 10.1007/s11199-007-9312-3.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Green, M., & Houlihan, B. (2005) Elite Sport Development: Policy Learning and Political Priorities, Routledge, New York.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Speer, S.A. ( 2001). Sports Media and Gender Inequality, //Body & society// (1357-034X), 7 (1) , p. 109.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Walseth, K., & Fasting, K. (2004). Sport as a means of integrating minority women, //Sport in Society,// 7(1): 109-29.

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">World Health Organization, (2007). //Why move for health//. Geneva, Switzerland. Available from [|//http://www.who.int/moveforhealth/en///]


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<span style="display: block; font-family: 'Times New Roman',Times,serif; font-size: 170%; text-align: center;">**__REFLECTIVE COMMENTS__**

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> Gender Bend It Like Beckham <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> Name: Justin Smith <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> Student Number: N8099383

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> I found your selected artefact exceptionally good and affecting, as I had never seen a clip of Lingerie Football League before. I think you have done a great job in capturing some of the more prominent factors that contribute to gender inequality in sport today and I agree, that although there is much room for improvement of women in sport, the current social forces you have discussed are indeed moving further and further towards bridging the gender gap rather than deepening it. Great work!

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;"> 'Nothing Fits, I Have Nothing' - Social Support in Mental Illness <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Name: Chloe Ashton <span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">Student Number: N8309388

<span style="display: block; font-family: Arial,Helvetica,sans-serif; font-size: 110%; text-align: left;">I think your wiki is both insightful and informative and has provided me with a better understanding of mental illness. Your presentation of the issues faced by your friend and those who suffer from a mental illness, through the abstract display of poetry, art and lyrics has allowed me to gain a greater empathy for those affected as well as help me appreciate some of the things I take for granted. Well done!