(Post)Feminist development fables: The Girl Effect and the production of sexual subjects

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The Nike Foundation's flagship corporate social responsibility campaign, 'The Girl Effect', has generated support for targeted investments in adolescent girls as the 'key' economic development in the global south. As a representational regime, the campaign is an example of an increasingly hegemonic discourse of global girl power via formal education. In an era of 'sexualisation moral panic' regarding representations of contemporary young female sexual subjectivities in the global north, this article considers ideological figurings of adolescent female sexual embodiment in the global south through a discursive analysis of the campaign's three most popular viral videos.

Original languageEnglish (US)
Pages (from-to)345-360
Number of pages16
JournalFeminist Theory
Issue number3
StatePublished - Dec 1 2013



  • Development
  • Nike
  • girls
  • global south
  • postfeminist

ASJC Scopus subject areas

  • Gender Studies

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