Sports Communication Commons^™

America’S Spectacle: The Business Of Female Beauty In Professional Cheerleading, Marlene Adelman

Capstone Showcase

The National Football League (NFL) is built on values that also represent the deep rooted patriarchal structures within the country it exists in. The NFL is more than a game; it’s a mirror of America’s powerful subjugation of its women. Using one of the most recognizable cheerleading teams, the Dallas Cowboys Cheerleaders, this thesis aims to illustrate how gender is constructed and commodified in professional sports media, which reinforces the male gaze, furthers racial and gender inequalities, and contributes to women’s mental health and body image issues. This paper uses several theories, including male gaze, gender, and intersectionality, along with …