Nancy Jeffries, Contributing Editor08.01.16
The Dove #MyBeauty/MySay campaign continued its momentum with the unveiling of a new animated Dove billboard in New York’s Times Square last week. The Promenade at The Marriott Marquis was the perfect spot to view the unveiling, which Unilever’s Brand Director Jennifer Bremner, said, “challenges the negative commentary about female athletes’ looks, and invites viewers to instead recognize their exceptional ability.”
Bremner said that comments, whether disparaging or celebratory, that focus on an athlete’s exterior beauty, rather than her abilities, are discouraging to young women. “Six out of ten girls stop playing sports because of anxiety about the way they look. Today, we’re here to change the conversation,” she said.
Bremner explained that as negative comments from the media are posted on the billboard, concurrent images of athletes become blurred and disappear behind the words. “This,” she said, “occurs in real life, when the media’s words judge athletes by their looks rather than their ability.”
Throughout the summer, animated billboards exposing real-time media commentary critiquing a female athlete’s appearance will take over New York, Los Angeles and Toronto. As the comments appear, viewers will watch female athletes disappear before their eyes as the comments obscure their bodies, symbolizing how we lose sight of the whole person when we only focus on appearance. Bremner’s introduction provided context for the billboard and the discussion that followed.
Changing the Conversation
On hand to explore the subject of how female athletes are represented by the media, were Moderator Jess Weiner, Dove’s Global Self-Esteem Ambassador and educator; Shawn Johnson, American gymnast and best-selling author; Dr. Margaret Ottley, former elite field hockey player, sports psychologist and professor of sport and exercise psychology and teacher education, West Chester University; Professional Boxer Heather Hardy; and Julie DiCaro, weekend host and update anchor for “670 The Score” and columnist for CBSChicago.com.
Weiner kicked off the discussion with a look at how athletes responded to commentary about their looks rather than their performance, noting that women want to live in a world where they are judged by what they do and say and not how they look. Shawn Johnson began with a recollection of her formative years as an athlete.
“When I was 16 I felt very frustrated by the negative comments. They were about image rather than performance,” she said.
As she grew older, she started firing back at the media. “I remember not reading commentary because of the negative comments,” said Johnson.
Hardy said that people didn’t take her seriously as a boxer because she was pretty.
“They thought that pretty, quiet girls didn’t translate into ‘girls who could fight,’” she recalled. “It really doesn’t matter what you look like; if you like to wear dresses and high heels it doesn’t mean you can’t be in the gym.”
Dr. Ottley noted how negative comments can sometimes break athletes and make them stay to themselves. She emphasized the importance of knowing the voices in your head.
“Sometimes it’s your coach, sometimes it’s your mom; sometimes it’s nurturing and sometimes it’s mean. It’s not only words it’s body language, too. The athlete can read this and then they will begin to perform to avoid failure, rather than perform for success,” she said.
When asked for mechanisms that the athletes used to flip those negative voices, Johnson said, “I always felt pride in going onto the mat; that made me feel good and beautiful. Athletics gave me the confidence to keep going.”
Music also helped for Johnson, who played Lady Gaga singing, “Just Dance,” to keep the voices out of her head. In contrast, Hardy noted that with boxing, she is fighting herself.
“So, when I fight, it’s always a win. There’s also a community I have that helps fortify me in the ring,” she said.
Systemic Changes
According to DiCaro, making changes from within is key.
“Sports media is very much a boy’s club,” she said. “It’s one of the most old-fashioned in media positioning.”
Hence, another reason to enhance the conversation.
“There’s an advocacy part that has to happen to make changes,” said Weiner, who asked how parents and mentors can help. Dr. Ottley provided her 3V System for change, saying, “First, Value Self, make an internal commitment to respect who you are. Second, be Vigilant and know what is good for you.” She cited the example of the kitten seeing its reflection in the mirror as a lion, as an apt metaphor. “Third, is Victory. Who do you represent on this earth? Are others in sync with your boundaries? You need to listen to the inner circle and value that, that’s what you listen to,” said Dr. Ottley.
Each panelist had her own take on beauty and personal value. For Hardy, it’s about leading by example.
As a mother of a 12-year old daughter, I believe what is most important is health and feeling good about yourself,” she said.
Johnson, noted, “My mom said, ‘be unique, your body wins you medals.’ If this works for you, be unique and be different. Nobody was made to look the same.”
Panelists responded to the Dove billboard positively, noting how important it is to show that there is so much more to women than what the media shows.
“The billboard rocks!” said Dr. Ottley.
She said it focuses on the abilities of women, and points out the superficiality of appearance-based commentary. Weiner explained that women can truly be in charge of their own social media empires to help change the conversation.
“There are a lot of layers to unpack,” said Weiner, “and there are enough honors and talent to go around, but we also need to remember that we’re in control of our own social media empires, so we can control what we send out and respond to.”
This brought up the subject of how women use their social capital. For Hardy, that means speaking up about injustice inside the ring.
“I’m 17 and 0, and I hold two titles, but the guy who gets in the ring after me gets 13 or 14 times what I earn, because women are shut out,” she complained. “They don’t allow as many women to fight as men, which is another example of inequality in the field.”
Clearly, the effort is being made to dismantle the negativity and raise the consciousness. DiCaro said she’s a firm believer in “lifting as you climb,” and Dr. Ottley noted that she is one of the few sports psychologists that does awareness round tables and conferences in the Caribbean.
“My followers post their work and others read it. I think this is a conversation that is a global issue. We all need to do as much as we can,” said Ottley.
Johnson, who co-founded TheBodyDepartment.com, a site dedicated to offering an outlet where people can talk about body image, wellness, and fitness, noted the importance of positive role models, adding that she tries to respond to as many girls as she can, who often share their stories with her. “Many girls by age 12 have decided they’re going to drop out,” said Dr. Ottley. “We have to catch them early, parents need to get involved, too. Look for what’s in your neighborhood, invite people in, include them in the conversation,” she said.
Weiner concluded with action steps to enhance the conversation, saying, “Call out media when you see inaccuracy; go to Dove.com/HaveYourSay; and be part of the dialogue. We can all be agents of change.”
Dove and its team of advocates are calling on society to join them and tell the media to report on female athletes’ achievements and stop judging them by looks alone, by using #MyBeautyMySay.
Bremner said that comments, whether disparaging or celebratory, that focus on an athlete’s exterior beauty, rather than her abilities, are discouraging to young women. “Six out of ten girls stop playing sports because of anxiety about the way they look. Today, we’re here to change the conversation,” she said.
Bremner explained that as negative comments from the media are posted on the billboard, concurrent images of athletes become blurred and disappear behind the words. “This,” she said, “occurs in real life, when the media’s words judge athletes by their looks rather than their ability.”
Throughout the summer, animated billboards exposing real-time media commentary critiquing a female athlete’s appearance will take over New York, Los Angeles and Toronto. As the comments appear, viewers will watch female athletes disappear before their eyes as the comments obscure their bodies, symbolizing how we lose sight of the whole person when we only focus on appearance. Bremner’s introduction provided context for the billboard and the discussion that followed.
Changing the Conversation
On hand to explore the subject of how female athletes are represented by the media, were Moderator Jess Weiner, Dove’s Global Self-Esteem Ambassador and educator; Shawn Johnson, American gymnast and best-selling author; Dr. Margaret Ottley, former elite field hockey player, sports psychologist and professor of sport and exercise psychology and teacher education, West Chester University; Professional Boxer Heather Hardy; and Julie DiCaro, weekend host and update anchor for “670 The Score” and columnist for CBSChicago.com.
Weiner kicked off the discussion with a look at how athletes responded to commentary about their looks rather than their performance, noting that women want to live in a world where they are judged by what they do and say and not how they look. Shawn Johnson began with a recollection of her formative years as an athlete.
“When I was 16 I felt very frustrated by the negative comments. They were about image rather than performance,” she said.
As she grew older, she started firing back at the media. “I remember not reading commentary because of the negative comments,” said Johnson.
Hardy said that people didn’t take her seriously as a boxer because she was pretty.
“They thought that pretty, quiet girls didn’t translate into ‘girls who could fight,’” she recalled. “It really doesn’t matter what you look like; if you like to wear dresses and high heels it doesn’t mean you can’t be in the gym.”
Dr. Ottley noted how negative comments can sometimes break athletes and make them stay to themselves. She emphasized the importance of knowing the voices in your head.
“Sometimes it’s your coach, sometimes it’s your mom; sometimes it’s nurturing and sometimes it’s mean. It’s not only words it’s body language, too. The athlete can read this and then they will begin to perform to avoid failure, rather than perform for success,” she said.
When asked for mechanisms that the athletes used to flip those negative voices, Johnson said, “I always felt pride in going onto the mat; that made me feel good and beautiful. Athletics gave me the confidence to keep going.”
Music also helped for Johnson, who played Lady Gaga singing, “Just Dance,” to keep the voices out of her head. In contrast, Hardy noted that with boxing, she is fighting herself.
“So, when I fight, it’s always a win. There’s also a community I have that helps fortify me in the ring,” she said.
Systemic Changes
According to DiCaro, making changes from within is key.
“Sports media is very much a boy’s club,” she said. “It’s one of the most old-fashioned in media positioning.”
Hence, another reason to enhance the conversation.
“There’s an advocacy part that has to happen to make changes,” said Weiner, who asked how parents and mentors can help. Dr. Ottley provided her 3V System for change, saying, “First, Value Self, make an internal commitment to respect who you are. Second, be Vigilant and know what is good for you.” She cited the example of the kitten seeing its reflection in the mirror as a lion, as an apt metaphor. “Third, is Victory. Who do you represent on this earth? Are others in sync with your boundaries? You need to listen to the inner circle and value that, that’s what you listen to,” said Dr. Ottley.
Each panelist had her own take on beauty and personal value. For Hardy, it’s about leading by example.
As a mother of a 12-year old daughter, I believe what is most important is health and feeling good about yourself,” she said.
Johnson, noted, “My mom said, ‘be unique, your body wins you medals.’ If this works for you, be unique and be different. Nobody was made to look the same.”
Panelists responded to the Dove billboard positively, noting how important it is to show that there is so much more to women than what the media shows.
“The billboard rocks!” said Dr. Ottley.
She said it focuses on the abilities of women, and points out the superficiality of appearance-based commentary. Weiner explained that women can truly be in charge of their own social media empires to help change the conversation.
“There are a lot of layers to unpack,” said Weiner, “and there are enough honors and talent to go around, but we also need to remember that we’re in control of our own social media empires, so we can control what we send out and respond to.”
This brought up the subject of how women use their social capital. For Hardy, that means speaking up about injustice inside the ring.
“I’m 17 and 0, and I hold two titles, but the guy who gets in the ring after me gets 13 or 14 times what I earn, because women are shut out,” she complained. “They don’t allow as many women to fight as men, which is another example of inequality in the field.”
Clearly, the effort is being made to dismantle the negativity and raise the consciousness. DiCaro said she’s a firm believer in “lifting as you climb,” and Dr. Ottley noted that she is one of the few sports psychologists that does awareness round tables and conferences in the Caribbean.
“My followers post their work and others read it. I think this is a conversation that is a global issue. We all need to do as much as we can,” said Ottley.
Johnson, who co-founded TheBodyDepartment.com, a site dedicated to offering an outlet where people can talk about body image, wellness, and fitness, noted the importance of positive role models, adding that she tries to respond to as many girls as she can, who often share their stories with her. “Many girls by age 12 have decided they’re going to drop out,” said Dr. Ottley. “We have to catch them early, parents need to get involved, too. Look for what’s in your neighborhood, invite people in, include them in the conversation,” she said.
Weiner concluded with action steps to enhance the conversation, saying, “Call out media when you see inaccuracy; go to Dove.com/HaveYourSay; and be part of the dialogue. We can all be agents of change.”
Dove and its team of advocates are calling on society to join them and tell the media to report on female athletes’ achievements and stop judging them by looks alone, by using #MyBeautyMySay.