When women make progress in arenas typically identified as exclusively male, sexual representations are used to establish cultural boundaries that reproduce male supremacy (Birrell & McDonald, 2000; Robinson, 2002). It is no accident that Danica Patrick’s success in Formula One racing was coupled with a semi nude photo shoot in Sports Illustrated’s hallowed (soft porn) “swimsuit edition” in 2008. This strategy for preserving male supremacy is borne out in a recent study (Kane, 2008) on the effect of sexist marketing strategies for women’s sports. Kane found that the use of sexual objectification as a marketing tool, rather than building a greater fan base and greater interest in women’s sports, actually undermines the female/pro-female (parents of girls, for example) fan base of women’s sports while failing to generate a male fan base.

>-Ann Travers, “The Sport Nexus and Gender Injustice” in Studies in Social Justice 2 (2008): 79–101, p.84

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