http://www.youtube.com/watch?v=OhkFcuZcsk0
This Go Daddy commercial begins with an attractive blonde female getting out of a car holding a beaver. Paparazzi are rapidly taking pictures of her saying, "Is that her beaver?" Then Danica Patrick gets out of a car dressed in a long sleeved outfit, showing no skin. The paparazzi quickly stop taking pictures of her because she is not showing her "beaver."
This commercial pretty much sums up how women athletes are sexualized and exploited primarily for their marketability as sex symbols. The fact that the paparazzi didn't think it was worth it to take pictures of Danica Patrick because she wasn't showing skin or being "sexy" epitomizes how female athletes' actual skill or ability hold little esteem in the media. Danica Patrick is an extremely accomplished nascar driver and the only female in her sport, yet photographers don't care because she isn't following the traditional gender role of female athletes as sex symbols. While Danica displays strength in the commercial by not conforming to expected gender roles, the message in the commercial is actually quite dangerous for young female athletes. It suggests that no matter how hard you work or how successful you are in your given sport, the media will not pay attention to you unless you are willing to comply to their sexualized perspectives. That kind of message can not only prevent young people from participating in sports, but it can also cause them to approach sports the wrong way. It saddens me that women don't get the attention or respect they deserve for their abilities and successes in sports.
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