Girl Branded: Nike, the UN and the Construction of the Entrepreneurial Adolescent Girl Subject

dc.creatorHengeveld, Maria
dc.date.accessioned2022-04-21T18:34:55Z
dc.date.available2022-04-21T18:34:55Z
dc.date.issued2015
dc.descriptionWinner, Audre Rapoport Prize for Scholarship on Gender and Human Rights (2015). Maria Hengeveld is a researcher and journalist who writes about inequality, gender, globalization and corporations. This paper is based on the M.A thesis she wrote as a Fulbright Fellow in human rights at Columbia University in 2015. Earlier this year, Hengeveld conducted a research project in Vietnam, funded by the 2015 IF Stone Award from The Nation Institute for Investigative Reporting, to test the Girl Effect standards in Nike’s own factories. There, she interviewed 18 women who work for Nike about the factory and living conditions they face. To read more of Hengeveld’s work, she blogs at Africa is a Country and tweets @HengeveldMaria.en_US
dc.description.abstractWith the rise of corporate social responsibility (CSR) and philanthro-capitalism since the early 2000s, transnational corporations (TNCs) have come to play a prominent role in international policy debates on sustainable development and human rights. A key feature of the growing corporate interest in poverty reduction is its faith in feminist ideas as tools for change. Spearheaded by the ‘Girl Effect’ campaign of athletic apparel giant Nike (since 2008), development institutions and aid agencies have largely embraced the idea that ‘rebranding girls’ in the Global South as untapped market potential and training them as self-confident, entrepreneurial market actors represents the key to solving poverty. In an attempt to gauge the growing influence of TNCs on development policy, this article analyzes the principles and the actual effects of the Girl Effect and compares it with Nike’s own interests as a corporation built on women’s labor. It argues that contrary to freeing girls’ potential, the Girl Effect project capitalizes on patriarchy to depoliticize poverty and inequality. Far from empowering women or supporting the poor, Nike’s rebranding project is an attempt to discipline girls, and the NGOs that represent them, into behaviors that support the status quo, distract from corporations’ misbehavior and expand the power of the market.en_US
dc.description.departmentLawen_US
dc.identifier.urihttps://hdl.handle.net/2152/112667
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/39572
dc.language.isoengen_US
dc.publisherThe Bernard and Audre Rapoport Center for Human Rights and Justiceen_US
dc.relation.ispartofRapoport Center Working Papersen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.restrictionOpenen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectcorporationsen_US
dc.subjectglobalizationen_US
dc.subjectGirl Effecten_US
dc.subjectsweatshopsen_US
dc.subjectpovertyen_US
dc.subjectdevelopmenten_US
dc.subjectfeminismen_US
dc.titleGirl Branded: Nike, the UN and the Construction of the Entrepreneurial Adolescent Girl Subjecten_US
dc.typeWorking paperen_US
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Hengeveld_Girl-Branded.pdf
Size:
289.69 KB
Format:
Adobe Portable Document Format
Description:
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.64 KB
Format:
Item-specific license agreed upon to submission
Description: