This Girl Can? The Limitations of Digital Do-It-Yourself Empowerment in Women’s Active Embodiment Campaigns

  • Annaleise Depper
  • Simone Fullagar
  • Jessica Francombe-Webb


This chapter critically examines the gendered assumptions that inform This Girl Can, a recent digital campaign that has been produced by Sport England to inspire women and girls to be more active. In seeking to represent ‘real’ bodies the campaign has generated an intense affective response from a range of women via social media. However, within the biopolitical project of active leisure and sport promotion for health, we ask, are women’s bodies digitally enacted and gendered in particular ways that may indeed undermine the empowering intent of the campaign? Our material-discursive analysis of the images and texts that produce This Girl Can identifies how affective relations (pleasure, shame, etc.) work to complicate individualized messages of empowerment in the post-feminist era.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Annaleise Depper
    • 1
  • Simone Fullagar
    • 1
  • Jessica Francombe-Webb
    • 1
  1. 1.Department for HealthUniversity of BathBathUK

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