One of our local Minneapolis NBC affiliate KARE11 reporters, Jana Shortal, did a great piece on why the Sports Illustrated Swimsuit Issue and Lindsey Vonn SI cover might be problematic. It is short and to the point. To watch the video, click here.
Vonn Watch: Part II
Ok, so if you didn’t agree with my critique (and many didn’t!) of the February 8, 2010 Sports Illustrated cover of Olympian Lindsey Vonn that can be interpreted as sexualized, the photographs of Vonn and other female athletes in the 2010 SI Swimsuit Issue being released today (shown here below) might help illustrate some of my original points.
I became aware of these pictures, from a news story in the Minneapolis Star Tribune that ran today which stated, “Minnesota skiing sensation Lindsey Vonn is among a quartet of Olympic athletes featured in this year’s Sports Illustrated Swimsuit Issue that is out today in print and online.” The online version of the SI Swimsuit Issue includes video clips of the Olympic Stars doing their photo shoots.
The critique here is the same, when we DO see female athletes (some of the best in the world at their respective sports!) which happens in only 6-8% of all sport media, they are more often than not in poses that highlight physical attractiveness, femininity, and can be interpreted as sexualized. Is it coincidental that the four female Olympians portrayed here are all blond, attractive, feminine looking, and sexy according to societal norms?Arguably, the Vonn SI cover can be interpreted (or not) as sexualized, but these images are clearly sexualizing in nature and tone.
The obvious target market for the Swimsuit Issue is men. Therefore, the idea that “sex sells” is viable and research does support that sex sells. What I want to argue however, and some emerging research is supporting, that sex sells sex…but sex does not sell women’s sport.
The point being, by seeing Vonn on the cover of SI, these images of female Olympians, or any other female athlete… does it make the male demographic more likely to attend and pay for a ticket to an event where these women are competing, buy merchandise, or read a story about them? Researchers say it is unlikely. So yes, sex sells sex but it likely does not promote women’s sport or female athletes in a way that helps to grow women’s sport in a meaningful and sustainable way.
The last point I want to highlight is these type of images also reinforce to consumers what is most important and valued in terms of female athletes and females in general, and meaning is constructed from what is chosen to be included and not included. If you want to read more about how the sexualization of females affects everyone, particularly young girls, go to the American Psychological Foundation’s Task Force Report on the Sexualization of Girls. The report can be downloaded for free, and in short states, “The proliferation of sexualized images of girls and young women in advertising, merchandising, and media is harming girls’ self-image and healthy development. This report explores the cognitive and emotional consequences, consequences for mental and physical health, and impact on development of a healthy sexual self-image.”
Therefore, I hope to see many more images like the one below in the weeks to follow, as Vonn (who I really hope is healthy enough to race given her shin injury) and other female Olympians have great potential to be positive role models, not only for girls, but for us all.
To see a video segment of me talking with KARE11 reporter Jana Shortal about why sexualized images of female athletes are problematic, click here.
Reaction to Vonn Sports Illustrated Cover Uncovers More Than Expected
Now that the reactions to my blog post about the Lindsey Vonn Sports Illustrated cover has waned, I wanted to share some thoughts.
What I have found interesting about the Vonn post, is not that so many disagreed with my critique of the cover, but that many of the comments contained personal attacks and vulgarity. Dr. Marie Hardin of the John Curley Center for Sports Journalism offers some insights about this occurrence on her blog post. I want to take a different slant on the resulting backlash of the Vonn post, as I think it may be representative of a larger societal trend.
I have believed for some time (as have others) that we as citizens of a democracy have lost the ability for civil, public discussion around issues in which we are in disagreement.
Having a discussion in which multiple points of view are encouraged and respected, people participate responsibly, and the common and equal humanity and dignity of each person is affirmed are some of the civic skills necessary for the continued flourishing of a democracy. The ability to critically think about information, whether you agree or disagree, is also a civic skill. Many scholars, including Robert Putnam, have argued that our declining civic skills, civic engagement and social capital (i.e., social organization such as networks, norms, and social trust that facilitate coordination and cooperation for mutual benefit) does not bode well for sustaining a healthy democracy. I’m concerned that with the growing popularity of social and digital media, that our ability to interact meaningfully, publicly and civilly will continue to erode. What are the implications for our common good, the public good, and our society? What role should sport play in promoting civic engagement?
The institution of sport, particularly sport teams and including sport media, have great potential foster civic engagement. Yet, scarce empirical evidence exists which examines the potential of sport for fostering citizenship, facilitating dialogue, and building community in a way that leads to increased and meaningful participation in the democratic process.
Some scholars, including myself, believe sport teams can provide formative experiences of community, civic engagement, and belonging and are ideally suited for offering a genuine experience of democratic citizenship. Building community, means developing a team where members are committed to the common good, help shape the life of the group, and nurture capacities for citizenship within and beyond the team and themselves. Sports can be a major influence on how youth eventually relate to the broader culture around them. When athletes experience a sense of belonging and feel like a valued and important member of a small community, such as a sport team, it provides a psychological foundation of engagement, obligation and responsibility which, can translate into the potential for active civic engagement. Athletes also learn other valuable skills which are important for civic engagement including, the process of striving for collective goals, tolerance of political, religious, and racial diversity, and negotiation and management of conflict and difference. Sport teams can provide a way for young people to experience and practice shaping a community in the interest of mutual goals and the common good–all important aspects of a democracy. However, the tremendous potential of sports (and perhaps sports blogs!) as a vehicle for promoting civic engagement often goes untapped.
One goal of writing this blog, is to provide a critical evidence-based point of view on a particular topic. I don’t ask readers to agree, but my hope is that readers will consider a different perspective or point of view and engage in respectful debate. I do not wish to silence any perspective, which is why I approved a representative sampling of comments made in response to the Vonn blog. I want this blog to promote dialogue and perhaps build civic skills. Many of the comments were very insightful and interesting, but when the dialogue devolves into personal attacks and vulgarity I become concerned with what this means for us a community and a society at large.
Vonn Watch: Sports Illustrated Cover is Predictable
I’ve thought to myself and predicted out loud that leading up to the 2010 Vancouver Olympics that we would see a LOT of Lindsey Vonn in the media.
Vonn is first a GREAT athlete, but she also represents the norm of feminine attractiveness. The combination of athleticism and attractiveness make Vonn the likely poster girl of the US Olympic Team, and the media hasn’t disappointed in constructing her as such.
Not to be left out, Sports Illustrated is featuring Vonn on their February 8,2010 cover (pictured here). For those of you who follow SI Covers, know that female athletes are RARELY featured on the cover.
Over the last 60 years researchers have shown that about 4% of all SI covers have portrayed women.
When females are featured on the cover of SI, they are more likely than not to be in sexualized poses and not in action–and the most recent Vonn cover is no exception.
NOTE: Please read my follow up post below in the comments section, in response to blog readers differing opinions about this post.
Follow up response:
I’ve been getting a lot of comments in this particular blog. It seems I’ve touched a nerve and many disagree with my interpretation of Vonn on the cover of SI. And many of the comments provide alternative perspectives, which is good for discussion. First, let me say I am a fan of Vonn. I have nothing against her and am proud she is a Minnesotan. I am also not saying that Vonn thrives on the attention of the sport media, or seeks it out. I believe she is being covered so frequently because of the combination of the skill, accomplishment, AND her appearance. I have to disagree that this pose is “in action”. In sport media research, we would code this Vonn cover as a passive shot. She is not actually ON the slope skiing, with her helmet on. She IS in a posed tuck position in an attempt to simulate what actually skiing would look like. Yes she is “in uniform” but not her complete uniform and she appears to be on the slope. Picture this as a way to frame what I’m trying to get at: Picture a male ski racer in a similar pose on the cover of SI, smiling at the camera. Would we see that? How would you react to that picture, verses the picture of Vonn? As one blog commenter seemed to hint at, this pose is “ok” because she is hot and sexy, so she is nice to look at. How would “we” feel if the female skier did not meet normative standards of feminine attractiveness (i.e., she was “ugly”) and was in the same pose? I appreciate everyone’s willingness to share their opinions.
Some have brought up a good point that male athletes have been photographed in similar poses, and I do not deny this fact. However, the argument is that because female athletes only receive 6-8% of all sport media coverage regardless of the medium, that when we DO see them it is MORE LIKELY in poses that highlight traditional gender norms, femininity and framed in a way that can be interpreted as sexualized. So yes, Ohno or Kitt have been on the cover in similar ways but we will more likely see male athletes in action, on the court/ice/mat, and in their uniform that we will female athletes, this is a proven fact over the last 25 years of sport media research. -nml
Follow up Part 2 (2/6/10): Thank you to everyone who has submitted a comment. I have approved a sampling of the hundreds of comments that are representative of the varying opinions about this cover and issue. As you can read in the “About This Blog” tab, my goal with this blog is “help readers see the issues I write about with a different perspective (not necessarily one that you agree with)”. It is clear not everyone agreed with the critique of the Vonn SI cover and that is the point, to stimulate dialogue about an issue. If you are interested in one explanation as to why this post generated so much discussion and attacks on me personally , click here.
Follow up Part 3 (2/8/10): This blog got so much exposure due to the fact it was picked up by USA Today, Yahoo Sports, and more recently CoCo Perez, among other media outlets.
The IOC and (the Lack Of) Gender Equity
I read two well written and illuminating pieces yesterday that outlined the many ways in which the International Olympic Committee (IOC) appears not to support female athletes and gender equity. I thought I would share them here in case you didn’t see them.
Under Rogge, women’s sports are getting short shrift in Olympics, by USA Columnist Christine Brennan.
To walk the walk about supporting women, IOC must pick softball for 2016, by Chicago Tribune reporter Philip Hersh
Dara Torres v. Tom Watson: One for the Ages
With the near win of Tom Watson at this year’s British Open, much talk arose around his age (59!) and his potential to win his 6th title at Turnberry. It reminded me of similar age x performance dialogue around then 41 year-old Dara Torres in the 2008 Beijing Olympics. Both athletes have accomplished much in their respective sports: Watson (8 major championships, 6th on the list of total major championship victories, and the oldest male golfer to almost win the British Open or any other major championship), Torres (first-ever 5 time US female Olympic swimmer, 10 medals- 4 gold, oldest female swimmer to make the Olympic Team after an 8-year hiatus). Both have accomplished feats when most opine them “too old”. Kudos!
But what I find interesting is how differently the media constructs the gender x age x performance narrative of Watson and Torres. Here are a few thoughts:
1. The media portrayed that fans WANTED Watson to win and were sad when he didn’t. For Torres the message was people would be surprised if Torres won, and could claim “I knew it” when she didn’t.
2. There was nary a mention that Watson was a father (he has two biological children, and three stepchildren) during the British Open, but we heard NON-STOP that Torres was a mother of one.
3. Also missing from Watson’s British Open run was talk of if he was “competing fairly” or on performance enhancing drugs (although we did hear this drum beat about Lance Armstrong in the past, not for the 2009 Tour de France…yet. Wait until/if he wins then we can discuss.). Torres had to endure (and still does) constant questions about this issue.
4. The media was all-over Watson’s fairy tale near-win, but barely covered Torres’ 50 Free win earlier in the month at the US Swimming National Championships. With that win Torres will compete with the U.S. World Championship Team in Rome in late July-early August.
5. I did not see one picture of Tom Watson posed “sexily” and showing off his AARP body, while we did see picture after picture of Dara Torres in sexy, glammed up poses. Just type ‘Dara Torres’ into Google and hit “images” if you don’t know what I’m talking about.
The take-home messages for these common patterns in the media’s portrayals of female athletes….a near win for a man is valued more than a win for a woman; motherhood defines female athletes but fatherhood is seldom mentioned for male athletes; “old” competitive, winning female athletes are under suspicion as “cheaters” while when “old” men are in the hunt because they are hard working, talented and wily; the bodies of even “old” female athletes can be exploited and sexualized…and regardless, a male athlete’s performance will always be more media worthy than his female counterpart regardless of age. Come to think of it there are even gendered differences about how “old” is defined and constructed. “Old” for a male athlete is ~60 years while “old” for a female athlete is 40…
But don’t give up all hope…Dara Torres does have Tom Watson on one thing….she’s Got Milk?.
International Conference on Girls & Women in Sport
The International Working Group on Women and Sport (IWG) has officially announced the dates for the 5th IWG World Conference on Women and Sport. The conference will be held in Sydney, Australia May 20-23, 2010. A call for abstracts will be released July 2009. I’ll see you there!
Got Milk? Dara (I mean Dairy) Torres does.
The ‘Got Milk?’ campaign has a long history of featuring celebrities and athletes who encourage consumers to increase milk consumption for improved health. 
Athletes for example such as, Diana Taurasi, Steve Nash, Serena Williams, and David Beckham have appeared in the campaign. With the release of her new book Age is Just a Number, swimming Olympian Dara Torres seems to be everywhere, including in the most recent Got Milk? ad pictured here.
While this ad is just one of many Torres’ sexy “see my body at 42” pictures (See TIME cover also pictured here) what ‘Got Me’ is the ad copy.
Torres is not featured as Dara Torres…but “Dairy” Torres. Why is this a problem? Dara Torres is a five-time Olympian with 12 medals. Dairy Torres is a fictional character…she does not exist. The play on words at the end of the ad copy also sexualizes Torres (“Lap it up” and Dairy…I don’t need to make the connection for you do I?). These two ad copy examples demonstrate how even the most successful female athletes can be marginalized, often in subtle (or not so subtle) ways.
I looked at numerous other Got Milk? ads featuring athletes, and I did not see one ad that referred to a person by a name other than their own—male or female. For example David Beckham’s ad says “Goal By Beckham. Body by Milk”. Why is it that one of THE most decorated female Olympians who has defied assumptions about optimal performance, age and motherhood is portrayed in this way? To prove my point would a similar ad featuring male Olympic swimmer Micheal Phelps say “Milky Phelps” and end with a tag line saying “Lap it up” or “Suck it up”? The ad for Torres could of simply said, “(Alot of) Medals by Torres. Body by Milk”.
One Sport Voice 