“Visa dem vad galen kan göra” : En multimodal kritisk diskursanalys av Nikes reklamfilm“Dream Crazier”

Sammanfattning: The purpose of this study is to analyze how female athletes are constructed in advertising that uses femvertising. This is done through a multimodal critical discourse analysis of Nike´s commercial “Dream Crazier” to understand which signs, in the form of participants, language, attributes and color which acts as semiotic resources to create meaning. The study also puts this in relation to intersectional perspectives to see how femvertising challenges socially constructed femininity. The questions that the study aims to answer are how are female athletes constructed in Nike´s commercial and what semiotic resources are used in the construction? And what intersectional categories can be identified in the commercial and what significance might they have in challenging socially constructed femininity? The results show that multiple themes about femininity are visible in the commercial. These are “women as emotional”, “gender norm-breaking, and “these female athletes break barriers, so you can do too”. These themes are reinforced by the commercial utilizing semiotic resources that show different participants with various attributes and how these are polarized as feminine and masculine. The different intersectional categories that were identified can all be seen challenging socially constructed femininity by deviating from stereotypical norms of what femininity is. The study also concluded that several intersectional categories are shown, but there is an underrepresentation of marginalized groups.