Name: BIANCA HENRIQUES DE OLIVEIRA
Publication date: 20/03/2025
Advisor:
Name |
Role |
|---|---|
| ILEANA WENETZ | Advisor |
Examining board:
| Name |
Role |
|---|---|
| ILEANA WENETZ | Presidente |
| MARIANA ZUANETI MARTINS | Examinador Interno |
| MARIA SIMONE VIONE SCHWENGBER | Examinador Externo |
Summary: This research paper, based on Cultural Studies, Gender Studies and Feminist Studies, in the post-structuralist perspective, seeks to problematize the constitution of feminist discourse in women's soccer in a sports advertising media, considering the object of study, the advertising campaign Dream Further (“Sonhe Mais” in Portuguese) produced by Nike for the 2019 Women's Soccer World Cup, as a cultural artifact. The objective of this dissertation is to analyze the content of the commercial with emphasis on the brand's choice of feminist discourse, used as an instrument for marketing purposes, to represent women's soccer. The specific objectives are: a) to identify the historical, social and cultural markers that structure the feminist discourse, chosen by Nike, for the advertising piece and b) to investigate the statements of the discursive composition -feminist- of the commercial and the strategies for its appropriation and instrumentalization. Within the qualitative research approach, we used Screen Ethnography and Cultural Studies. As a result, we identified that Nike strategically adopts a feminist and female empowerment discourse in the campaign, in which the video presents a context in which women's soccer has the same visibility and respect as men's soccer in society. Women are represented as protagonists in all roles, based on an emotional and impactful narrative. The marketing strategy (femvertising) chosen by the brand is justified by the sociocultural context, in which social causes such as feminism are very current issues. The proposal is directed at the desire for control and power relations, addressing the cultural artifact to young women, future athletes and also consumers. The modes of address helped us understand that Nike, by combining different audiovisual elements and cultural symbols in the video, sought to connect viewers to a particular relationship between the two. Therefore, we conclude that the social, cultural and historical factors that allowed the commercial to adopt the post-structuralist feminist discourse were based on the feminist movement, the growing visibility of women's football and the fight for gender equality, leveraging a change and evolution in sports advertising media, featuring women as protagonists in football.
Keywords: Women’s football; Advertising campaign; Feminist discourse; Cultural Studies.
