ANY AZIZAH, - (2022) The Ambivalence of LGBTQ Portrayal in Nike Be True Advertisement (2021). Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The aim of this study is to reveal how LGBTQ is portrayed in Nike Be True (2021). Nike Be True (2021) is a promotional content from one of Nike’s collections that supports LGBTQ. This research used a qualitative method with the approach towards the study using John Fiske’s Codes of Television. The application of Judith P. Butler’s Gender Performativity Theory and the concept of LGBT in order to interpret the finding. This study found that Nike is playing safe with masculinity and patriarchy in sport. There are three vocal points in this study, which is finding: (1) representation of LGBT only as a sports enthusiast, not as professional or talented one, (2) sports is depicted as an arena for LGBT to present the self-narrative of their coming-out process as well as the self-declaration of their gender identity to the public, and (3) Nike still affirms the domination of heteronormativity ideology in sport. Nike only emphasizes Bretman Rock in every aspect that contrasts with the other ambassadors. This study has concluded that Nike brought LGBTQ-themed collection as just a part of marketing during Pride month.

Item Type:	Thesis (Skripsi)
Additional Information:	KKB KK-2 S.FIB.E 80 - 23 Any t
Uncontrolled Keywords:	Advertisement, Gender Performativity, Nike, Queer, and Sport.
Subjects:	P Language and Literature > PR English literature > PR83 English literature
Divisions:	12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:	Creators NIM ANY AZIZAH, - NIM121811233079
Contributors:	Contribution Name NIDN / NIDK Thesis advisor NURUL FITRI HAPSARI, - NIDN-
Depositing User:	Indah Fatma
Date Deposited:	15 Jun 2026 03:24
Last Modified:	15 Jun 2026 03:24
URI:	http://repository.unair.ac.id/id/eprint/142447
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