Popular Culture and Social Change : ACSIS Kulturstudiekonferens i Norrköping 2007

• In my PhD-project I analyse coverage of the Olympic Games 1948 – 1972 in the popular press, combining a text-oriented analysis with social history's attention to historical context. In my conference paper I will focus upon how, in a "Cold War" context, Soviet athletes were represented in ambiguous ways, emphasizing alternately their distance and closeness, difference and similarity to "us". Furthermore, I argue that fears of sport's masculinizing effect on the female body and mind were negotiated by displacing images of unsexed, mannish women onto Soviet athletes. A specific conception of "Swedish femininity" was constructed: western, white, heterosexual and middle-class.

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