Year 10 responses to the 'This Girl Can' campaign

Hill, Elisha (2017) Year 10 responses to the 'This Girl Can' campaign. Undergraduate thesis, University of Chichester.

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Abstract

The purpose of this study was to analyse year 10 girls’ responses to the ‘This Girl Can’ campaign. The campaigns video and website was exposed to the participants in order to determine if its advertisement and social media aspects are suitable for its younger target audience. Focus groups were carried out with twelve adolescent girls aged 14-15 (14.7±0.49 years), to whom were split into two equal groups of six. The study was triangulated by extracting qualitative and quantitative data in the form of spider diagrams, group interviews and questionnaires. The participants’ responses were divided into four themes: (1) The girls’ understanding of the benefits of participation, (2) The girls’ influences of sports participation, (3) Perceptions of body image in the media, and, (4) The girls’ responses to the ‘This Girl Can’ campaign. The findings revealed that the participants’ had a lack of awareness of the campaign, conflicting current research. Nevertheless, after the participants were exposed to the campaigns website and advert, it made an immediate positive impact on them, to which they emphasised that they felt encouraged and inspired by the ‘real’ women featured. Furthermore, all twelve of the participants were favourable of the colour scheme and text used throughout the campaign. This evidence suggests that the campaigns advertisement and media aspects are suitable for their younger target audience, however, Sport England should be aware that more young girls should be featured, and an increase in advertisement should be addressed in order to help increase the awareness of the campaign.

Item Type: Thesis (Undergraduate)
Additional Information: BA Physical Education and Sports Coaching
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > GV201 Physical education and training
G Geography. Anthropology. Recreation > GV Recreation Leisure > GV557 Sports > GV711 Coaching
L Education > L Education (General)
Divisions: Departments > Physical Education and Sports Coaching
Undergraduate Dissertations
Depositing User: Ann Jones
Date Deposited: 30 Nov 2017 15:06
Last Modified: 02 May 2018 16:33
URI: http://eprints.chi.ac.uk/id/eprint/3157

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