Roxy - All Sex, No Surf!

A post by Katie



Many of you would have noticed the controversy surrounding the recent Roxy surf ad, featuring Stephanie Gilmore. The ad, shown above, does not feature surfing, but features sexy shots of the young, attractive surfer. Shapely figure, sheer white shirt, shower scene, long legs stepping out of a car,  a focus on her bottom in short denim shorts as she looks out on a beach – not anything I associate with surfing (and considering the lack of time spent in clothes, I get no sense of a clothing commercial either).

Former pro surfer, Cori Schumacher, has spoken out against the advertisement, accusing it of being “not conducive to a healthy, empowered vision of women.” (Schumacher, 2013), however the father of Stephanie Gilmore doesn’t see what the fuss is about stating, “"If Roxy and Steph can get more people to watch women's surfing, then it's a good thing." (Mortimer, 2013). 

So what is the big deal about sexualising women in sport, it’s certainly nothing new. Before we answer this question, we must first examine gender ideology. Gender ideology is the ideas and beliefs about masculinity, femininity and male-female relationships. It defines what it is to be a man or woman and evaluate and judge people and determine what is considered natural and moral when it comes to gender (Coakley, Hallinan, Jackson, & Mewett, 2009). Traditionally, men are seen as strong, courageous and tough, while femininity values beauty, grace and poise. Sport has historically been a male’s domain, and it seems that many wish to keep it that way. The rampant sexualisation and focus on appearance of women in sport, shifts the focus from their physical power and ability and minimises the symbolic threat sportswomen pose to male power and dominance (Wenner, 1998).

This is a difficult topic as sport is big business. Much of an athlete’s salary comes from sponsorships and endorsements. Revenue from sports, and sponsorship opportunities, comes from media exposure. Many cannot see past the traditional ideals of women, and the desire to sell women’s sport as an opportunity to ogle, to show the power, strength and talent demonstrated by women’s sport. 

Media coverage of women’s sporting events proves further that women’s sport is a focus on the sexual appeal of the women. Consider the coverage of the Olympic Games, an event that showcases the best men and women in the world, in their specialized events. A study of the 2008 Olympic coverage showed that 46.3% of sports coverage was women’s sporting events, with 97% of this coverage focusing on the six sports offering the most sex appeal for male audiences. Even worse, one study found that 37% of close up shots were focused on a woman’s chest or bottom.  (Kian, Bernstein, & McGuire, 2013) This statistic is a disgrace, making the Olympic team is a massive achievement, and the focus should be on a woman’s ability, just as it is for a man.

It is easy to see why Roxy would take the easy way and use sex to market a product and a brand. However, it needs to stop. Girls need to know they can be athletic and strong and powerful, without having to be sexy and sell their bodies as well as their ability. The problem is much bigger than one advertisement, one brand, or one sport. In fact, it’s bigger than sport itself. However, we are not living in a man’s world anymore, and companies like Roxy have an obligation to empower women and girls to be more than a sex symbol.





References
Coakley, J., Hallinan, C., Jackson, S., & Mewett, P. (2009). Sports in Society: Issues and Controversies in Australia and New Zealand. Australia: McGraw Hill.Kian, E., Bernstein, A., & McGuire, J. (2013). A major boost for gender equality or more of the same? The television coverage of female athletes at the 2012 London Olympic Games. Journal of Popular Television, 143-149.Mortimer, L. (2013, July 11). Stephanie Gilmore video a storm in a teacup. Retrieved from Sunshine Coast Daily: http://www.sunshinecoastdaily.com.au/news/stephanie-gilmore-video-a-storm-in-a-teacup/1941187/Schumacher, C. (2013). Roxy: Stop your "all sex, no surf" ads! Retrieved from www.change.org: https://www.change.org/petitions/roxy-stop-your-all-sex-no-surf-adsWenner, L. (. (1998). Media Sport. New York: Routledge.