Feminine and Sexy: A Feminist Critical Discourse Analysis of Gender Ideology and Professional Cheerleading

• DOI: 10.1123/jsm.2020-0222
• Publication Date: 2021-09-06T14:00:52Z
• Authors: Lauren C. Hindman; Nefertiti A. Walker
• Keywords: Critical Discourse Analysis; Hegemonic masculinity; Militarism; Dominant ideology; Cultural hegemony; Gender Inequality

Since the 1970s, National Football League (NFL) teams have hired attractive women to dance in scantily clad uniforms as a means of entertaining their heterosexual, male fans—offering reflection hegemonic gender ideology process. In recent years, handful these professional cheerleaders spoken up and taken action against discrimination. Yet, little has changed. This study takes feminist critical discourse analysis perspective examining how is (re)produced surrounding employment roles NFL cheerleaders, contributing perpetuation inequality sport. Findings demonstrate that three distinct ideologies are discourse, competing with each other define meanings associated cheerleading roles. Additionally, reveals while made changes programs response critiques, continues (re)produce femininity.