Laura McVey

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The problem with the This Girl Can campaign is that the male gaze remains dominant, internalised as self-perception. This Girl Can/Sport England

This Girl Can(‘t)? Campaign simply reworks 'sex sells’ approach

Laura McVey, Deakin University and Paul Harrison, Deakin University

While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.

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