Feminism as Sponsored by Gatorade and Nike

Feminism as Sponsored by Gatorade and Nike

The fourth wave of feminism is here and it is based solely on physical achievement. Exercise and sport has become one of the few arenas in which female competition is welcomed and savored. Commercials feature prominent female athletes challenging males, chanting the slogan "anything you can do, I can do better." Due to a variety of factors--improved knowledge about women's health, decreased focus on child-bearing, a cultural ideal of a fit and trim body--athletic success is now an acceptable and applauded goal for women, but at what cost?

Part of this focus on the body must be due to the backlash against feminism. I am not speaking of Susan Faludi's theory and examples, but instead of a further backlash against her and everything for which she stands. The focus on the physical is a reaction against the intellectual. It is as if these women are saying "screw postmodern feminist theory. I've got work to do." I have met high school students who say feminism has nothing to do with them and that they are not feminists themselves, but these same girls win basketball scholarships and fight the school board to be placed on the football team. Where did the feminist label get such a bad reputation? Susan Faludi has some ideas in Backlash, but the student athletes will likely never read her book. They have little patience for feminist theory, but appreciate feminist practice. Instead of getting active in politics or academia, they get active on the courts and fields. Feminism has become not a battle of the minds, but a battle of the backhands.

When the United States' women's team won the World Cup, the nation rejoiced. Soccer is not known as an American game, especially with its worldwide popularity. For some reason though, women have often been encouraged to play soccer in physical education classes the past twenty years; this is likely because no special equipment such as helmets, padding, etc. is required, thus keeping public school budgets well in check. While the men's team lost, the women's team won. It gave the United States a source of patriotism, a rariety in these global times. However, what I heard most comments from spectators did not revolve around the game itself, but the moments immediately following the dramatic conclusion. When Brandi Chastain stripped off her jersey and ran in her sports bra, that was the image that most people remember.