Advertising the 2015 Cricket World Cup: representing multicultural female sports fans

Toffoletti, Kim 2017, Advertising the 2015 Cricket World Cup: representing multicultural female sports fans, Communication & sport, vol. 5, no. 2, pp. 226-244, doi: 10.1177/2167479515601868.

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Title Advertising the 2015 Cricket World Cup: representing multicultural female sports fans
Author(s) Toffoletti, KimORCID iD for Toffoletti, Kim
Journal name Communication & sport
Volume number 5
Issue number 2
Start page 226
End page 244
Total pages 19
Publisher Sage Publications
Place of publication Thousand Oaks, Calif.
Publication date 2017
ISSN 2167-4795
Keyword(s) fandom
Summary Intersectional accounts of how women sports fans from diverse cultural backgrounds are represented remain largely unconsidered in fandom literature. This article examines an Australian advertisement for the 2015 Cricket World Cup, which features as its main protagonists female cricket fans supporting a variety of countries. It makes use of a transnational feminist cultural studies paradigm to frame a discussion of how commercial sports media narratives situate these fans as ‘‘ordinary.’’ In considering how the multicultural female sports fan is configured as ordinary in the Australian sporting context, I demonstrate the ways In which narratives of gender and nation are mobilized to situate multicultural women as marginal to both the Australian nation and cricket, despite the prominence given to ethnically diverse women in the advertisement. This manoeuvre, I argue, responds to the cultural and economic transformations of cricket globally, simultaneously denying and universalizing difference as a mechanism to assuage the anxieties generated by the decentering of Western power in international cricket.
Language eng
DOI 10.1177/2167479515601868
Field of Research 160803 Race and Ethnic Relations
169901 Gender Specific Studies
Socio Economic Objective 950102 Organised Sports
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Sage Publications
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Document type: Journal Article
Collections: Faculty of Arts and Education
School of Humanities and Social Sciences
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