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Do We Dare Question Kindness? The Commodification of Becoming a Strong, Kind Female

100%
T. Ligocki D.
Media Literacy and Academic Research
|
2022
|
vol. 5
|
issue 1
6-27
EN
Neoliberalism and its focus on consumption, disposability, and individualism has managed to undercut ideals of female empowerment and kindness. This paper discusses the problematic approach to commercializing and incentivizing being kind and being strong, specifically as it relates to young girls and women. Through an analysis of clothing and commercials, this paper looks at the commodification of personality traits and empowerment. It is through these mechanisms that marketers commodify kindness -- it is palatable enough to sell, and just far enough away from the word feminism to not upset potential brand loyalists. By taking this soft approach, rather than working to bolster the identities of women and girls and to empower them, these companies in their commercial advertising and clothing options continue to center girls and women as consumers, while failing to challenge the dominant structures in place.
2
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Aktywność fizyczna – przyjemność czy obowiązek? Analiza społeczno-kulturowych uwarunkowań komercyjnego sukcesu Zumba Fitness

63%
Olko D.
Przegląd Socjologii Jakościowej
|
2015
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vol. 11
|
issue 2
186-207
PL
Artykuł prezentuje wyniki jakościowego studium przypadku dotyczącego Zumba Fitness. Celem badania było zrekonstruowanie społecznych uwarunkowań komercyjnego sukcesu Zumby. W artykule podejmuję próbę odpowiedzi na pytania w jakie tendencje (a może raczej sprzeczności) kulturowe wpisuje się Zumba, do jakich odbiorców jest kierowana i na jakie potrzeby odpowiada. Analiza przypadku Zumby stanowi przyczynek do refleksji nad napięciami, jakie powoduje w doświadczeniu jednostek wszechobecna promocja aktywności fizycznej, oraz strategiami radzenia sobie z nimi. Zumba jest tutaj traktowana także jako jeden z przejawów utowarowienia sportu i praktyk kształtowania ciała.
EN
The article presents the results of a qualitative case study on Zumba Fitness. The aim of this study was to reconstruct the socio-cultural context of Zumba’s commercial success. In this article, I make an attempt to answer the following questions: what cultural trends (or rather contradictions) Zumba conforms to, who it is directed to, and what needs it answers. The case study of Zumba is a contribution to discussion on the tensions caused by pervasive promotion of physical activity, as well as on strategies for coping with them. In the article, Zumba is also considered as manifestation of the commodification of sport and body shaping practices.
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