Celebrity Feminism: Nike Style Post-Fordism, Transcendence, and Consumer Power
Celebrity Feminism: Nike Style Post-Fordism, Transcendence, and Consumer Power
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名人女权主义：耐克风格的后福特主义、超越性和消费者力量
DOI：
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发表时间：
1995
期刊：
影响因子：
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通讯作者：
Amy Hribar
中科院分区：
文献类型：
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作者：
C. Cole;Amy Hribar
我们通过对耐克为吸引女性消费者而采取的广告策略进行情境化和检验，来探究耐克对 20 世纪 80 年代和 90 年代流行女权主义发展的影响。尽管 Nike 被描述为进步和支持女性的品牌，但我们展示了 Nike 与主导 20 世纪 80 年代美国的规范力量的联盟。我们认为，耐克的招揽行为依赖于成瘾逻辑，它妖魔化了那些受后福特主义动态影响最严重的人。虽然耐克对“赋权”的叙述吸引了处于权力和生活方式十字路口的深刻、真实的自我，但我们认为这些叙述提供了阻碍政治行动的思维/身份方式。最后，我们考虑了耐克、名人女权主义以及跨国公司剥削第三世界女工的复杂而无形的动力之间的关系。
We interrogate Nike’s implication in the developments of 1980s and 1990s popular feminisms by contextualizing and examining the advertising strategies deployed by Nike in its efforts to seduce women consumers. Although Nike is represented as progressive and pro-women, we demonstrate Nike’s alliance with normative forces dominating 1980s America. We suggest that Nike’s solicitation relies on the logic of addiction, which demonized those people most affected by post-Fordist dynamics. While Nike’s narrations of “empowerment” appeal to a deep, authentic self located at the crossroads of power and lifestyle, we suggest that these narratives offer ways of thinking/identities that impede political action. Finally, we consider the relations among Nike, celebrity feminism, and the complex and invisible dynamics that enable transnationals to exploit Third World women workers.