Confronting Obstacles Like Olympic Champions: A Multimodal Discourse Analysis of the SK-II VS campaign

Abstract

This thesis examines the “VS” videos launched by skincare brand SK-II, which attempt to intervene in various forms of societal pressure imposed on women. The thesis uses a multimodal discourse analysis approach to examine the visual, verbal, and aural elements present in these videos. Discourse is viewed through a theoretical framework that combines neoliberalism, postfeminism, popular and neoliberal feminism, and globalization to support the interpretation of the videos. The study is guided by the research question: how do the “VS” videos construct a form of contemporary feminized subjectivity through the lens of Olympic athletics? The discussion identifies three discourses which together structure construction of the subjectivity in these videos: the discourse of confidence, the celebration of imperfection, and the representation of universalism. The findings are used to support my argument that the “VS” videos universalize women’s struggle through constructing a form of powerful femininity through the lens of athletics in a global context, yet they still maintain traditional beauty ideals and structural gender inequalities underpinned by postfeminism and neoliberalism. Despite their intention to promote SK-II’s inclusive brand commitment to women’s empowerment, the videos ultimately pose an extra constraint for women, implying that women have to constantly cultivate inner confidence because they are inherently inadequate. This analysis contributes to the discussion of postfeminist culture and neoliberalism with a focus on the particular domain of Olympic athletics.