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.

Item Type:	Refereed Article
Keywords:	Australian fitness fashion, Lorna Jane, feminist multimodal critical discourse analysis (FMCDA)
Research Division:	Human Society
Research Group:	Sociology
Research Field:	Social change
Objective Division:	Culture and Society
Objective Group:	Sport, exercise and recreation
Objective Field:	Recreation and leisure activities (excl. sport and exercise)
UTAS Author:	Nash, M (Associate Professor Meredith Nash)
ID Code:	106296
Year Published:	2016
Web of Science® Times Cited:	13
Deposited By:	School of Social Sciences
Deposited On:	2016-02-04
Last Modified:	2018-01-09
Downloads:	0