Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever
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Data de Publicação: | 2017 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | E-Compós |
Texto Completo: | https://www.e-compos.org.br/e-compos/article/view/1323 |
Resumo: | This paper seeks to answer the following questions: how women athletes from Ultimate Fighting Championship (UFC) are symbolically constructed by advertising campaigns? To what extent and how these constructions are interwoven with relations of gender domination in a sport traditionally considered masculine? Taking these questions as a starting point, we analysed and interpreted the ideological and contestatory potential of the meanings mobilized by the advertising campaign #PerfectNever, acted by the ex UFC champion Ronda Rousey. Therefore, we adopted the methodology of depth hermeneutics, developed by Thompson. Among other things, we concluded that, from the point of view of gender relations, the campaign is potentially subversive and, from the point of view of class relations, it is potentially ideological. |
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Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNeverDeporte, género e ideología: la (de)construcción de Ronda Rousey en el comercial #PerfectNeverEsporte, gênero e ideologia: a (des)construção de Ronda Rousey no comercial #PerfectNeverEsporte. Gênero. Ideologia. Publicidade.This paper seeks to answer the following questions: how women athletes from Ultimate Fighting Championship (UFC) are symbolically constructed by advertising campaigns? To what extent and how these constructions are interwoven with relations of gender domination in a sport traditionally considered masculine? Taking these questions as a starting point, we analysed and interpreted the ideological and contestatory potential of the meanings mobilized by the advertising campaign #PerfectNever, acted by the ex UFC champion Ronda Rousey. Therefore, we adopted the methodology of depth hermeneutics, developed by Thompson. Among other things, we concluded that, from the point of view of gender relations, the campaign is potentially subversive and, from the point of view of class relations, it is potentially ideological.Este trabajo pretende responder las preguntas: ¿cómo las atletas de Ultimate Fighting Championship (UFC) son construidas simbólicamente por campañas de publicidad? ¿En qué medida y cómo estas construcciones se entrecruzan con relaciones de dominación de género en un deporte tradicionalmente considerado masculino? Analizamos e interpretamos el potencial ideológico y contestatario de los sentidos movilizados por el comercial #PerfectNever, protagonizado por la ex campean de UFC Ronda Rousey. Para esto, adoptamos la metodología de le hermenéutica de profundidad, de Thompson. Entre otras cosas, concluimos que, desde el punto de vista de las relaciones de género, el comercial es potencialmente subversivo y, desde el punto de vista de las relaciones de clase, potencialmente ideológico.Neste trabalho, buscamos responder as questões: como as atletas do Ultimate Fighter Championship (UFC) são simbolicamente construídas por peças publicitárias? Em que medida e como essas construções se entrecruzam com relações de dominação de gênero em um esporte tradicionalmente considerado masculino? Analisamos e interpretamos o potencial ideológico e o contestatório dos sentidos mobilizados pelo comercial da Rebook #PerfectNever, protagonizado pela ex-campeã de UFC Ronda Rousey. Para tanto, adotamos a metodologia da hermenêutica de profundidade, de Thompson. Concluímos que, do ponto de vista das relações de gênero, o comercial é potencialmente subversivo e, do ponto de vista das relações de classe, potencialmente ideológico.ABEC2017-12-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/132310.30962/ec.1323E-Compós; Vol. 20 No. 3 (2017)E-Compós; Vol. 20 Núm. 3 (2017)E-Compós; v. 20 n. 3 (2017)1808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/1323/942Santos, Tarcyanie CajueiroLopes, Felipe Tavares Paesinfo:eu-repo/semantics/openAccess2023-11-06T19:58:59Zoai:ojs.www.e-compos.org.br:article/1323Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2023-11-06T19:58:59E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse |
dc.title.none.fl_str_mv |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever Deporte, género e ideología: la (de)construcción de Ronda Rousey en el comercial #PerfectNever Esporte, gênero e ideologia: a (des)construção de Ronda Rousey no comercial #PerfectNever |
title |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
spellingShingle |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever Santos, Tarcyanie Cajueiro Esporte. Gênero. Ideologia. Publicidade. |
title_short |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
title_full |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
title_fullStr |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
title_full_unstemmed |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
title_sort |
Sport, gender and ideology: (de)constructing Ronda Rousey in the advertising campaign #PerfectNever |
author |
Santos, Tarcyanie Cajueiro |
author_facet |
Santos, Tarcyanie Cajueiro Lopes, Felipe Tavares Paes |
author_role |
author |
author2 |
Lopes, Felipe Tavares Paes |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Santos, Tarcyanie Cajueiro Lopes, Felipe Tavares Paes |
dc.subject.por.fl_str_mv |
Esporte. Gênero. Ideologia. Publicidade. |
topic |
Esporte. Gênero. Ideologia. Publicidade. |
description |
This paper seeks to answer the following questions: how women athletes from Ultimate Fighting Championship (UFC) are symbolically constructed by advertising campaigns? To what extent and how these constructions are interwoven with relations of gender domination in a sport traditionally considered masculine? Taking these questions as a starting point, we analysed and interpreted the ideological and contestatory potential of the meanings mobilized by the advertising campaign #PerfectNever, acted by the ex UFC champion Ronda Rousey. Therefore, we adopted the methodology of depth hermeneutics, developed by Thompson. Among other things, we concluded that, from the point of view of gender relations, the campaign is potentially subversive and, from the point of view of class relations, it is potentially ideological. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-12-24 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.e-compos.org.br/e-compos/article/view/1323 10.30962/ec.1323 |
url |
https://www.e-compos.org.br/e-compos/article/view/1323 |
identifier_str_mv |
10.30962/ec.1323 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.e-compos.org.br/e-compos/article/view/1323/942 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ABEC |
publisher.none.fl_str_mv |
ABEC |
dc.source.none.fl_str_mv |
E-Compós; Vol. 20 No. 3 (2017) E-Compós; Vol. 20 Núm. 3 (2017) E-Compós; v. 20 n. 3 (2017) 1808-2599 reponame:E-Compós instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação instacron:ANPPC |
instname_str |
Associação Nacional dos Programas de Pós-Graduação em Comunicação |
instacron_str |
ANPPC |
institution |
ANPPC |
reponame_str |
E-Compós |
collection |
E-Compós |
repository.name.fl_str_mv |
E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação |
repository.mail.fl_str_mv |
revistaecompos@gmail.com |
_version_ |
1798045729881587712 |