Nike Girl Effect Campaign Analysis

1599 Words7 Pages
Media saturates everyday life and is one of the main mechanisms through which identity is formed. It influences not only how we see ourselves, but also the way in which we observe and participate in the world around us. There are many different types of media, for example: newspapers, magazines, television shows, movies and the internet and each is saturated with images that reflect and transmit socially accepted normative behavior. To analyze this transmission of norms this paper will apply a social constructivist lens to the images utilized by the Nike ‘girl effect’ campaign, examine the roles of gender, power, economics and society and argue that this transmission of gender roles and its performativity is designed not to empower as implied by the girl effect campaign but as a means of distraction and social control. Found within narratives of human development, girls are being constructed as powerful and privileged agents of change (Gonick et. al, 2009). The Nike Foundation’s ‘The Girl Effect’ (Nike,2017) campaign follows on from other humanitarian campaigns, such as the Girl Up Campaign (UN, 2017), by arguing that adolescent girls hold the key to ending world poverty and transforming the developing world. Nike (2017) proposes that if they empower teenage girls they will then be able to combat poverty and improve the health and life expectancy of the entire developing world. This can be seen in the ‘girl effect’ images found in Figures 1, 2, 3 and 4 (Nike, 2017) where a

More about Nike Girl Effect Campaign Analysis

Get Access