Date of Award
Doctor of Philosophy
Communication and Information
Erin E. Whiteside
This study applies a multimodal discourse analysis to social media content produced by Red Bull Media House. The aim of the research is to determine what postfeminist sensibilities discourses are used and how in the framing of the female action sports athletes the energy drink company sponsors. Specifically, Instagram posts, YouTube videos, and the biographical web pages about the 23 athletes were analyzed using multimodal discourse analysis. The findings revealed that while action sports have the potential to disrupt dominant discourses around femininity in sports contexts, ultimately Red Bull repackaged the discourses into different narratives.
Kerns, Charli Celine, "A Postfeminist Multimodal Discourse Analysis of Red Bull Sponsored Female Action Sports Athletes’ Digital Media Representation. " PhD diss., University of Tennessee, 2021.
Communication Technology and New Media Commons, Critical and Cultural Studies Commons, Gender, Race, Sexuality, and Ethnicity in Communication Commons, Mass Communication Commons, Social Media Commons