Sporno: where sport and porn meet.
"Sporno is a conceptual art project that critiques the commercialization and sexualization of female athletes. It explores how the sports system contributes to the objectification of women through the combination of hyper-sexualization and capitalist structures. The artist created a new sport called Sporno, which magnifies and exaggerates the sexualized aspects of sports to expose their absurdity. The project aims to raise awareness and recommends actions such as implementing new media policies, equal journalistic approaches, designing new outfits for female athletes, and allowing athletes to choose their attire. The ultimate goal is to empower female athletes without requiring them to use their bodies differently from male athletes."
about
Attention! Before you delve into the captivating content that lies ahead, allow me to entice you with a little experiment. Take a moment to open your favorite search engine and type in "female athletes" in the image search bar. Prepare to be greeted by a flurry of captivating visuals, possibly featuring the "hottest female athletes in their top 10." Why, you may ask? Well, it all boils down to the undeniable truth that sex sells. Sadly, the world of sports has become a breeding ground for the commercialization of these talented women, reducing them to mere objects of desire. This pervasive system hinders personal growth and change, making it exceedingly difficult for them to break free from its clutches. Remarkably, these phenomenal athletes are often introduced to this disheartening reality from a tender age, inadvertently becoming products of the very system that perpetuates such objectification
I see Sporno as the critique and at the same time the work of art that shows how the system of sports ensures that female athletes are being sexualized.
The idea was to turn Sporno into a new like sport, that is mostly happening online. Sporno combines our media culture and the commercialization of sports in real life. Sporno is the representation of female sports in western media. As an artist, I self-sacrificed my body, by filming the sporno exercises with myself as the object. I let my dad, a white late 50s male, film and edit the footage, so I couldn't interfere and choose how people were going to see my body. During and after filming the footage I became rather insecure. Even now, when I look at it, I am afraid of the opinion of others. The goal of Sporno is to show people how / why female athletes are being sexualized and by doing Sporno, you feel how it is to be sexualized.
"Sporno is a conceptual art project that critiques the commercialization and sexualization of female athletes. It explores how the sports system contributes to the objectification of women through the combination of hyper-sexualization and capitalist structures. The artist created a new sport called Sporno, which magnifies and exaggerates the sexualized aspects of sports to expose their absurdity. The project aims to raise awareness and recommends actions such as implementing new media policies, equal journalistic approaches, designing new outfits for female athletes, and allowing athletes to choose their attire. The ultimate goal is to empower female athletes without requiring them to use their bodies differently from male athletes."
ABOUT SPORNO
Sporno: where sport and porn meet.
Attention! Before you delve into the captivating content that lies ahead, allow me to entice you with a little experiment. Take a moment to open your favorite search engine and type in "female athletes" in the image search bar. Prepare to be greeted by a flurry of captivating visuals, possibly featuring the "hottest female athletes in their top 10." Why, you may ask? Well, it all boils down to the undeniable truth that sex sells. Sadly, the world of sports has become a breeding ground for the commercialization of these talented women, reducing them to mere objects of desire. This pervasive system hinders personal growth and change, making it exceedingly difficult for them to break free from its clutches. Remarkably, these phenomenal athletes are often introduced to this disheartening reality from a tender age, inadvertently becoming products of the very system that perpetuates such objectification
I see Sporno as the critique and at the same time the work of art that shows how the system of sports ensures that female athletes are being sexualized.
The idea was to turn Sporno into a new like sport, that is mostly happening online. Sporno combines our media culture and the commercialization of sports in real life. Sporno is the representation of female sports in western media. As an artist, I self-sacrificed my body, by filming the sporno exercises with myself as the object. I let my dad, a white late 50s male, film and edit the footage, so I couldn't interfere and choose how people were going to see my body. During and after filming the footage I became rather insecure. Even now, when I look at it, I am afraid of the opinion of others. The goal of Sporno is to show people how / why female athletes are being sexualized and by doing Sporno, you feel how it is to be sexualized.
Sporno is intended as a critique of the commercialization and sexualization of female athletes. The sexualization of female athletes is rooted in the combination of the hyper-sexualization of women and the capitalistic structure of sports. The focus in sports is often on male dominance and strength, relegating women to secondary positions. Media attention given to female athletes is often sexually objectifying, catering to the male gaze. The system perpetuates sexualization because it sells. Female athletes themselves also use their bodies as a means to gain attention, sponsorships, and money through social media.
To create a work as an artist that critically responds to this objectification and media culture, I created a new sport called Sporno, magnifying and exaggerating the sexualized aspects to highlight their ridiculousness and critique the system. The project aims to raise awareness of the issue and recommends steps such as implementing new media policies, equal journalistic approaches to male and female athletes, designing new outfits for female athletes by leading sports brands, and allowing athletes to choose their preferred attire. The ultimate goal is to shift the focus away from commercialization and empower female athletes without requiring them to use their bodies differently than male athletes. Further research and action are recommended to contribute to a better representation of female athletes and combat their sexualization.
Research summary:
The sexualization of women's sports remains a significant problem in the sports world, with female athletes being required to wear revealing outfits and facing pressure to pose nude for publicity and sponsorships. This unequal representation in traditional western media undermines women's sports and performance. As a female artist, I aim to challenge these perceptions through my conceptual art and the notion of "Sporno" - the intersection of sport and pornography. I seek to understand why female athletes are sexualized by the media and themselves, and criticize the objectification of women in sports and the influence of media culture.
In research and in interviews with dutch female athletes and the director of the KNGU, Marieke van der Plas, I found out that:
- Culture change in sports doesn't change with a new outfit
- Athletes need to see the problems for themselves.
- High sports authorities are contributing to this.
- If you are labelled pretty, you get more money & attention even though you are not as good
- Outfits are too tight/ sexist
- Body shaming is big in female sports
- Girls get uncomfortable with their clothing during their puberty
- Sponsoring is easier for pretty girls
- Interviews are sexist.
- Sport is seen as a male domain
- Masculine sports defined by male stereotypes
- Female athletes contradict the traditional image of women
- The expectation for women to participate in "feminine" sports
- Heteronormativity and gender binary in society
- Higher sexual harassment rates in male-dominated environments
- Inappropriate remarks used to reaffirm femininity
- Gender pay gap and sexualized portrayal of female athletes
- Restrictions on women with high testosterone levels in sports
- Gender determination in sports based on hormones
The structure of sport.
Patriarchy is a social system in which men govern, oppress, and exploit women. It finds its origins in the birth of Judaic monotheism, which reinforces the separation between superior masculinity and inferior femininity. Western ideology constantly repeats this separation, and all cultural structures, including sports, reflect these patriarchal features. The growth of spectator sports and the entertainment aspect of sports has shifted the focus from participation and education to winning, making money, and gaining sponsors.
Media representation.
The representation of female athletes in media often focuses on sexual poses rather than their sports performances. This deliberate sexualization involves highlighting specific body parts for sexual titillation. Language plays a role in reinforcing these structures, as being male is seen as the norm, and women's competitions are often labeled to distinguish them from the "normal" competitions. Female athletes face insufficient media coverage, with only 4% of media coverage dedicated to women despite making up 40% of all athletes. They are also stereotypically depicted, including in sexualized manners. Female athletes are frequently photographed in inactive positions and portrayed more as models than as athletes, contributing to a gender hierarchy that undermines women's sports. By sexualizing female athletes, the media prioritizes their femininity over their athletic performances and reinforces traditional gender roles.
Female identity.
Women's identity is shaped by patriarchal societal rules, as stated by Virginia Woolf. The media plays a role in defining what it means to be a woman. In the past, advertising often depicted women as housewives and mothers, dependent and lacking honest opinions about products. Men, on the other hand, were portrayed as independent and knowledgeable. Sociologist Erving Goffman observed that women's bodies were fragmented and fetishized in advertising, with specific body parts emphasized. The midriff, with its erotic connotations, became a focus for attention-grabbing advertisements. The objectification of women's bodies shifted from the ideal housewife to a sexualized source of capital and identity.
Sexploitation
The concept of "sexploitation" emerged, where women make their bodies available for marketing and promotions. In sports promotions, female athletes are often sexualized to attract media coverage. For example, the Badminton World Federation made it mandatory for women to wear skirts to enhance the presentation of their female athletes. This focus on the female body as a means to gain attention undermines the qualities that define female athletes as athletes and perpetuates stereotypes. In the capitalist system, making money has become central to sports, and female athletes may feel pressured to engage in sexploitation for attention and financial gain.
Sport clothing
In sports, there is a significant difference in clothing between female and male athletes. Female athletes often show more skin in their competition outfits, such as exposing the midriff or wearing skirts. Gymnasts, for example, wear leotards that emphasize a young, lean, hyper-feminine body ideal. The rules regarding clothing in sports perpetuate gendered constructs and may restrict the normal signs of being a woman, such as menstruation or pubic hair. Female athletes in soccer face challenges as well, with comments online questioning their abilities and emphasizing their gender. The sexualization of women in sports is deeply rooted in societal perspectives, influenced by the Westernized, heterosexual, and masculine gaze. The system enforces these clothing requirements for high-level competitions, making it difficult for athletes to bring about change. Interviews with athletes reveal the pressure to conform to beauty standards and gain sponsorships based on appearance rather than performance. Attempts to change rules regarding clothing face resistance, as coaches and judges may penalize athletes for wearing alternative attire. The pressure to conform to heteronormative structures and ideals is ingrained from a young age, making it challenging for individuals to challenge the status quo.
Sporno
Sporno criticizes the structure of sports. I see "Sporno" as both a critique and a work of art that highlights the future of women's sports if the objectification and sexualization persist within a capitalist system and the male gaze.I conducted research on inventing a new sport and based the design for "Sporno" on the gathered information.
- The only rule is that it should be performed in front of people or filmed to gain attention and money.
- The uniform for Sporno should aim to maximize media attention, taking inspiration from the trend of girls going more naked on social media to attract likes.
- The scoring system is based on the number of likes received within a given time frame, emphasizing the influence of social media and viewing figures.
- The exercises include rules related to makeup, outfits, and filming angles
- Videos of Sporno exercises can be uploaded on an official website and social media, with the winner determined by the most likes, reflecting the exploitative nature of capitalism.
- Equipment for Sporno exercises, such as ribbons and patches, can be ordered from the website. The instruction videos were filmed with the author as the object, highlighting body awareness and the pressures faced by female athletes regarding body image.
Sporno is intended as a critique of the commercialization and sexualization of female athletes. The sexualization of female athletes is rooted in the combination of the hyper-sexualization of women and the capitalistic structure of sports. The focus in sports is often on male dominance and strength, relegating women to secondary positions. Media attention given to female athletes is often sexually objectifying, catering to the male gaze. The system perpetuates sexualization because it sells. Female athletes themselves also use their bodies as a means to gain attention, sponsorships, and money through social media.
To create a work as an artist that critically responds to this objectification and media culture, I created a new sport called Sporno, magnifying and exaggerating the sexualized aspects to highlight their ridiculousness and critique the system. The project aims to raise awareness of the issue and recommends steps such as implementing new media policies, equal journalistic approaches to male and female athletes, designing new outfits for female athletes by leading sports brands, and allowing athletes to choose their preferred attire. The ultimate goal is to shift the focus away from commercialization and empower female athletes without requiring them to use their bodies differently than male athletes. Further research and action are recommended to contribute to a better representation of female athletes and combat their sexualization.
Research summary:
The sexualization of women's sports remains a significant problem in the sports world, with female athletes being required to wear revealing outfits and facing pressure to pose nude for publicity and sponsorships. This unequal representation in traditional western media undermines women's sports and performance. As a female artist, I aim to challenge these perceptions through my conceptual art and the notion of "Sporno" - the intersection of sport and pornography. I seek to understand why female athletes are sexualized by the media and themselves, and criticize the objectification of women in sports and the influence of media culture.
In research and in interviews with dutch female athletes and the director of the KNGU, Marieke van der Plas, I found out that:
- Culture change in sports doesn't change with a new outfit
- Athletes need to find/see it for themselves.
- High sports authorities are contributing to this.
- If you are pretty, you get more money/attention even though you are not as good
- Outfits are too tight/ sexist
- Body shaming is really big in female sports
- Girls get uncomfortable with their clothing during their puberty
- Sponsoring is easier for pretty girls
- Interviews are sexist.
- Sport seen as a male domain
- Late inclusion of women in masculine sports
- Masculine sports defined by male stereotypes
- Female athletes contradict traditional image of women
- Expectation for women to participate in "feminine" sports
- Heteronormativity and gender binary in society
- Children's perception of sports as male-dominated
- Higher sexual harassment rates in male-dominated environments
- Inappropriate remarks used to reaffirm femininity
- Gender pay gap and sexualized portrayal of female athletes
- Restrictions on women with high testosterone levels in sports
- Gender determination in sports based on hormones
The structure of sport.
Patriarchy is a social system in which men govern, oppress, and exploit women. It finds its origins in the birth of Judaic monotheism, which reinforces the separation between superior masculinity and inferior femininity. Western ideology constantly repeats this separation, and all cultural structures, including sports, reflect these patriarchal features. The growth of spectator sports and the entertainment aspect of sports have shifted the focus from participation and education to winning, making money, and gaining sponsors.
Media representation.
The representation of female athletes in media often focuses on sexual poses rather than their sports performances. This deliberate sexualization involves highlighting specific body parts for sexual titillation. Language plays a role in reinforcing these structures, as being male is seen as the norm, and women's competitions are often labeled to distinguish them from the "normal" competitions. Female athletes face insufficient media coverage, with only 4% of media coverage dedicated to women despite making up 40% of all athletes. They are also stereotypically depicted, including in sexualized manners. Female athletes are frequently photographed in inactive positions and portrayed more as models than as athletes, contributing to a gender hierarchy that undermines women's sports. By sexualizing female athletes, the media prioritizes their femininity over their athletic performances and reinforces traditional gender roles.
Female identity.
Women's identity is shaped by patriarchal societal rules, as stated by Virginia Woolf. The media plays a role in defining what it means to be a woman. In the past, advertising often depicted women as housewives and mothers, dependent and lacking honest opinions about products. Men, on the other hand, were portrayed as independent and knowledgeable. Sociologist Erving Goffman observed that women's bodies were fragmented and fetishized in advertising, with specific body parts emphasized. The midriff, with its erotic connotations, became a focus for attention-grabbing advertisements. The objectification of women's bodies shifted from the ideal housewife to a sexualized source of capital and identity.
Sexploitation
The concept of "sexploitation" emerged, where women make their bodies available for marketing and promotions. In sports promotions, female athletes are often sexualized to attract media coverage. For example, the Badminton World Federation made it mandatory for women to wear skirts to enhance the presentation of their female athletes. This focus on the female body as a means to gain attention undermines the qualities that define female athletes as athletes and perpetuates stereotypes. In the capitalist system, making money has become central to sports, and female athletes may feel pressured to engage in sexploitation for attention and financial gain.
Sport clothing
In sports, there is a significant difference in clothing between female and male athletes. Female athletes often show more skin in their competition outfits, such as exposing the midriff or wearing skirts. Gymnasts, for example, wear leotards that emphasize a young, lean, hyper-feminine body ideal. The rules regarding clothing in sports perpetuate gendered constructs and may restrict the normal signs of being a woman, such as menstruation or pubic hair. Female athletes in soccer face challenges as well, with comments online questioning their abilities and emphasizing their gender. The sexualization of women in sports is deeply rooted in societal perspectives, influenced by the westernized, heterosexual, and masculine gaze. The system enforces these clothing requirements for high-level competitions, making it difficult for athletes to bring about change. Interviews with athletes reveal the pressure to conform to beauty standards and gain sponsorships based on appearance rather than performance. Attempts to change rules regarding clothing face resistance, as coaches and judges may penalize athletes for wearing alternative attire. The pressure to conform to heteronormative structures and ideals is ingrained from a young age, making it challenging for individuals to challenge the status quo.
Sporno
Sporno criticizes the structure of sports. I see "Sporno" as both the critique and a work of art that highlights the future of women's sports if the objectification and sexualization persist within a capitalist system and the male gaze.I conducted research on inventing a new sport and based the design for "Sporno" on the gathered information.
- The only rule is that it should be performed in front of people or filmed to gain attention and money.
- The uniform for Sporno should aim to maximize media attention, taking inspiration from the trend of girls going more naked on social media to attract likes.
- The scoring system is based on the number of likes received within a given time frame, emphasizing the influence of social media and viewing figures.
- The exercises include rules related to makeup, outfits, and filming angles
- Videos of Sporno exercises can be uploaded on an official website and social media, with the winner determined by the most likes, reflecting the exploitative nature of capitalism.
- Equipment for Sporno exercises, such as ribbons and patches, can be ordered from the website. The instruction videos were filmed with the author as the object, highlighting body awareness and the pressures faced by female athletes regarding body image.