Publication:

看見新女性「運動」-女性主義在NIKE電影中的具象與再現

本研究想以女性主義為立論背景，主要目的希望瞭解女性主義對NIKE行銷與媒體之影響，以NIKE在2007年拍攝名為「她，Just Do It」的電影作為文本，使用論述分析法，論述女性之角色及意涵及社會對女性的論述權力和行銷背後的操控霸權。研究結果發現，NIKE以贊助電影拍攝來鼓勵女性自主的方式行銷其商品，表面看似受蓬勃發展的女性主義影響，而其背後卻隱藏著資本主義行銷手法，其使用女性主義意識推出女性廣告的同時，父權資本主義也在背後悄悄的運作。女性主義觀點看NIKE所贊助之電影文本中所塑造的女性，可發現以下三項社會權力對女性之論述及其中之女性意涵：一、傳統社會規範下的女性：男主外女主內、男尊女卑的觀念仍然殘存。二、父權意識型態下的女性：父權意識藉由霸權形式在社會中存在已久，更變本加厲，雖然女性主義崛起，但其背後的霸權意識型態存在已久，難以完全抹滅。三、重見光明的新女性：電影中塑造的新女性形象有別於以往電視廣告中的女強人形象，對於女性地位的提升具有較強烈的自主性與能動性。

This study use feminism to set forth its view as the background. The main purpose is to understand how feminism affects the marketing of NIKE and media. Using the promotional movie, “She, Just Do It,” filmed and produced by NIKE in 2007, as text, the author employed Discourse Analysis to discuss the meaning and the role character of women. The article also discusses the interpretative power of societies over women as well as the hegemony manipulated behind marketing. From this study, we discover that NIKE promotes its products with the intention of encouraging female independence by sponsoring the film. On one hand, it seems to be affected by feminism; on the other hand, it contains marketing strategy of capitalism. While using the concept of feminism to promote the advertisement, capitalism also operates under the table. Viewing the female constructed by NIKE-sponsored movie from feminism perspective, we could detect the following social power over the female and its meaning:

1. Female under the traditional society: the concept “men are breadwinners; women are homemakers” is still at large.

2. Women under patriarchy: the patriarchy exists in the society for a long time and could not be erased.

3. The newest female: the new image of female is extremely different from powerful woman in those old advertisements; this image has more autonomy to elevate the position of women.