Graduation Year


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts


Media Studies

Reader 1

Jennifer Friedlander

Reader 2

Nancy Macko

Terms of Use & License Information

Terms of Use for work posted in Scholarship@Claremont.

Rights Information

© 2014 Madeleine A. Hurlbut


This paper explores the ways in which Nike's 2010 'Make Yourself' campaign claims to promote 'female empowerment', when in actuality it supports beauty standards that serve to disempower and devalue women. This paper uses various semiotic and deconstructive techniques to explore this issue, including close readings of both the film and photographic texts of the campaign.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.