author={Mary G. Mcdonald},
  journal={International Review for the Sociology of Sport},
  pages={35 - 47}
  • M. Mcdonald
  • Published 1 March 2000
  • Sociology
  • International Review for the Sociology of Sport
Grounded in feminist cultural studies perspectives, this article criticizes the marketing of postfeminist ideologies in the Women's National Basketball Association (WNBA). While seeking to create new consumers, WNBA accounts construct the league and its advertisers as advocates for gender justice. It is argued that this strategy also reinforces a neoconservative project based on the advocacy of personal responsibility and self-help as antidotes to social problems and inequities that have been… 
Rethinking Resistance: The Queer Play of the Women’s National Basketball Association, Visibility Politics and Late Capitalism
Abstract This article employs the methodology of contextual cultural studies to explore the protest strategies of ‘Lesbians for Liberty’, a group of fans who staged a ‘kiss‐in’ during every time‐out
Mixed Messages: Examining the Early Marketing of the WNBA
This chapter deconstructs the carefully crafted marketing rollout of the US-based Women's National Basketball Association (WNBA) in 1997, which was presented as the biggest launch in women's sports
Marketing and feminism in historic perspective
Purpose – This article aims to give a short overview of the relationship between marketing and feminism.Design/methodology/approach – The analysis is based on a literature review of key studies
Travelling discourses of Title IX: gender and sport for development in an era of securitised interests
  • M. Mcdonald
  • Sociology
    Innovations in ‘Sport for Development and Peace’ Research
  • 2020
Abstract This investigation builds upon feminist postcolonial and related critical development scholarship to contextualise the mobilisation of Title IX – the 1972 US legal mandate requiring equity
Homonormativity and the Politics of Race: Reading Sheryl Swoopes
  • S. King
  • Art
    Journal of lesbian studies
  • 2009
The erasure of Swoopes’ racial identity was enabled by narratives about the coming out process and the lesbian and gay market, and coverage overall served to rearticulate Whiteness and economic individualism as queer norms.
Postmodern Paralysis: The Critical Impasse in Feminist Perspectives on Consumers
Critical perspectives on theory play an important and valued role in disciplines across the academy. Feminist perspectives might be expected to be at or near the forefront of critical engagement with
Masculine Hegemonic Hoops: An Analysis of Media Coverage of March Madness
This study examined print-media portrayals of women’s and men’s basketball teams, players, and coaches during the 2006 NCAA Division I tournaments. Drawing principally from Gramsci’s hegemony theory
African Americans in the US Women’s National Basketball Association, 2006: From the NCAA to the WNBA
This research study presents a social science examination of the U.S. Women’s National Basketball Association (WNBA) players for the 2006 season. This study does not examine on-court performance
The Modern Woman Myth as a means of Cosmopolitan Cultural Capital Accumulation: A Gendered Acculturation Perspective
Purpose – A crucial discussion within the feminist discourse in consumption studies concerns the role of the marketplace in women's emancipation. While some theorists argue that women in contemporary
Critical feminist hope: the encounter of neoliberalism and popular feminism in WWE 24: Women’s Evolution
Abstract Scholarship has pointed to contemporary feminism’s popularity and cultural “luminosity.” While this research has highlighted the limitations of feminist politics in a context of neoliberal


Hoop Dreams
This article focuses on development of the Women’s National Basketball Association (WNBA), exploring the gendered and racialized meanings that surround both male and female professional basketball
Prime-Time Feminism: Television, Media Culture, and the Women's Movement Since 1970
Selected by Choice magazine as an Outstanding Academic Title for 1997 Dow discusses a wide variety of television programming and provides specific case studies of The Mary Tyler Moore Show, One Day
Postfeminisms: Feminism, Cultural Theory and Cultural Forms
Once seen as synonymous with "anti-feminism" postfeminism i now understood as the theoretical meeting ground between feminism and anti-foundationalist movements such as postmodernism,
Celebrity Feminism: Nike Style Post-Fordism, Transcendence, and Consumer Power
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
Michael Jordan’s Family Values: Marketing, Meaning, and Post-Reagan America
Michael Jordan ’s body offers a significant site to explore larger cultural meanings and anxieties in post-Reagan America. Informed by cultural studies sensibilities, this paper explores selected
This paper appropriates elements of Jean Baudrillard's provocative contemporary cultural theorizing as a suggestive framework for examining the nature, and influence, of the mass mediated spectacles
Hetero)sexual politics
Part 1 Analysing (Hetero)sexuality: Gender and heterosexuality: A Materialist Feminist Analysis Back to Basics: Heterosexuality, Biology and Why Men Stay on Top British Sex Tourists in Thailand
Visualizing Deviance in Post-Reagan America: Magic Johnson, AIDS, and the Promiscuous World of Professional Sport
In this paper we explore the maintenance of the duplicitous discourse of heterosexual AIDS by examining how identities are articulated as threatening through the modem "logic of containment" that
Life without Father and Ford: The New Gender Order of Post-Fordism
The coincidence of a set of economic changes in new industrial areas in advanced capitalist societies has initiated a tremendous debate about the features of post-Fordism, flexible accumulation and
Women and Sport: Interdisciplinary Perspectives
This provocative text--the product of more than 10 years of instruction and research--is the most comprehensive study to date on the past, present, and future of women and sport. An ideal textbook