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ABSTRACT
The purpose of this study is to critically investigate a contemporary version of the idealised female body, the ‘athletic ideal’, characterised by toned abdominal muscles, thin waistlines, well-rounded buttocks and low body fat. In an evolving social media landscape where messages about women’s bodies as simultaneously slim, strong and empowered proliferate, how are the ambiguities of this body project experienced, and where do young women find support? We adopted a qualitative approach, using both diaries and in-depth interviews with 14 participants aged 18–22. The results examine the sense-making strategies used by women to navigate this idealised feminine body and consider the impact of marketplace resources.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Shelagh Ferguson
Shelagh Ferguson is a Senior Lecturer in the Department of Marketing, Otago Business School. Her research interests include the adoption of sociological approaches to challenge and critically review our collective and individual marketplace practices specifically focusing on identity, videography, tobacco control and gender. She has published in the European Journal of Marketing, Consumption, Markets & Culture, Marketing Theory, Annals of Tourism Research, Qualitative Marketing Research and Tobacco Control.
Jan Brace-Govan
Jan Brace-Govan is an Associate Professor in the Business School of Monash University. Her research has focused on critical marketing analyses of gender issues, and consumption. She has published in the European Journal of Marketing, Journal of Public Policy & Marketing, Marketing Theory, Journal of Consumer Culture, the Sociological Review, Consumption Markets & Culture, and the Journal of Macromarketing.
Bridget Welsh
Bridget Welsh is a research student in Department of Marketing, Otago Business School. Her research focussed upon gendered identity, consumption and the female body.