Research

'I cheer, you cheer, we cheer': physical technologies and the normalized body


Reference:

Francombe, J., 2010. 'I cheer, you cheer, we cheer': physical technologies and the normalized body. Television & New Media, 11 (5), pp. 350-366.

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    Official URL:

    http://dx.doi.org/10.1177/1527476410363483

    Abstract

    Located within a cultural space situated firmly in the political, technological, and historical context of the contemporary moment and predicated on the contention that all texts are dialogic, the author reads physical cultural technologies as constituents of the powerful techniques of self-regulation and self-surveillance of the young female body. "We Cheer" acts as a discursive technology, a noncentralized capillary-like force that works to "conduct the conduct" of subjects. Emanating from these media are digital discourses through which young girls are learning not only how to move their bodies appropriately but also how the have to be to fit the mould and "join the squad." As a powerful and pervasive public pedagogy, "We Cheer" (re) establishes the position of the neoliberal girl norm, that is, a girl whose body is representative of her being (heterosexy) middle class, white, and a young consumer-citizen.

    Details

    Item Type Articles
    CreatorsFrancombe, J.
    DOI10.1177/1527476410363483
    Uncontrolled Keywordsself-regulation, (physical) cultural technologies, "we cheer", female body politic
    DepartmentsFaculty of Humanities & Social Sciences > Education
    RefereedYes
    StatusPublished
    ID Code21299

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