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Selling health and fitness to sporty sisters: A critical feminist multi-modal discourse analysis of the Lorna Jane retail website

journal contribution
posted on 2023-05-18, 16:39 authored by Meredith NashMeredith Nash
In this paper, I conduct a feminist multimodal critical discourse analysis (FMCDA) o f the Lorna Jane (LJ) retail website (www.lornajane.com.au), an Australian fitness fashion company, to examine the discursive strategies used by the company to authorize a particular notion of “active living” for women. Specifically, I shall examine how the semiotic choices on the LJ website signify key discourses and themes related to health and fitness and how they are used to place the responsibility for fitness and health onto individual women. In particular, I focus on the discourses inscribed through the technologies, styles, fabrics, colors, cuts, and sizing of LJ clothing items. I am also interested in the underlying choices, assumptions, and biases of these constructions and the power relationships underpinning them. I conclude that “empowerment” for women on the LJ website is imagined in a limited, individualistic way.

History

Publication title

Sociology of Sport Journal

Volume

33

Pagination

219-229

ISSN

0741-1235

Department/School

School of Social Sciences

Publisher

Human Kinetics Publ Inc

Place of publication

United States

Rights statement

© 2016 Human Kinetics

Repository Status

  • Restricted

Socio-economic Objectives

Recreation and leisure activities (excl. sport and exercise)

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