Running head: DECONSTRUCTING NUDITY 1

Stripping Down and Deconstructing Notions of Nudity:

An Analysis of ESPN The Magazine’s “The Body Issue”
Mikayla Ickes
Messiah University
 DECONSTRUCTING NUDITY 2

Introduction
The public display and interest of nude figures are not new trends. The first significant
displays of nudity trace back to ancient Grecian culture and their interest in the naked male form.
Men often competed in athletic events naked and thus it became a symbol of triumph, glory, and
moral excellence. In contrast, ancient Egyptian art reveals that female nude sculptures were
associated with fertility and procreation (Bass-Krueger, n.d.). Since then, culture has continued
to shape perceptions of nudity. A walk through an art gallery shows how different historical
periods and global influences have generated new ideals and portrayals of naked figures. Despite
various historical and cultural shifts, audience interest in nude figures is still predominant in
today’s world. More so, the nude body has become a commodity, solidified though the idea that
“sex sells.”
Although nude content has been circulating for centuries, as previously mentioned, the
introduction of Playboy magazine in 1953 introduced naked bodies into mainstream American
media and helped to create an association between nudity and erotic or sexually-oriented ideas
(Bass Krueger, n.d.; The Editors of Encyclopedia Britannica, 2020). Similar themes are still
visible today; nudity is frequently used in everyday advertising and marketing to elicit consumer
interest. A 2012 study by Reid and Carpenters Childers found that from 1983 to 2003, the
percentage of advertisements used in popular magazines that featured sexual imaging of nude or
partially nude individuals rose from 15% to 27% (Sorrow, 2012). Furthermore, Reichert and
Walker (2005) found that individuals were interested in, felt positively towards, and were more
likely to subscribe to publications that initially featured attractive men and women who were
either shirtless or in a bikini top. Considering recent feminist movements, there is also a large
body of research dedicated to examining the usage and exploitation of female nudity. Research
shows the increase in the use of female nudity as advertisers struggle to capture the attention of
potential customers (LaTour, Pitts, & Snook-Luther, 1990, p. 59).
Despite the abundance of research that addresses the use of nudity in marketing and
advertising, there is an emphasis on factors that contribute to advertising effectiveness. Research
results suggest implications for advertisers regarding best practices in message targeting and
advertisement execution strategies; there is a focus on benefiting advertisers, not consumers.
Existing research also strengthens the “sex sells” ideology by offering suggestions that reinforce
power dynamics between producers, consumers, and models; sexualized nudity may be seen as a
tool. Therefore, this paper seeks to answer the following question: what is the purpose of non-
sexualized nudity in marketing?
Artifact of Analysis
ESPN The Magazine is a leading American sports journalism magazine that was
established in 1998. Although the magazine stopped print publication in September of 2019, they
continue to reach their audience of over 105 million through biweekly publications, weekly long-
format digital presentations, original digital videos, podcasts, radio segments, and TV specials.
Additionally, ESPN The Magazine has received more than 100 awards, including the ASME’s
General Excellence Award three times, one of the industry’s highest honors. The magazine is
also notable for its editor-in-chief, Alison Overholt, who is the first woman to lead a major
national sports publication (“ESPN The Magazine Media Kit,” n.d.).
 DECONSTRUCTING NUDITY 3

In October of 2009, ESPN The Magazine debuted a special edition titled, “The Body
Issue.” This publication features tennis star Serena Williams on the cover naked. The featured
issue, which would end up becoming an annual project, was developed in response to the Sports
Illustrated Swimsuit edition (Martin, 2019). Another sports magazine, Sports Illustrated’s best-
selling issue is their swimsuit edition which seeks to bring “the most beautiful women in the
world to the most exotic locations to capture sleek and sexy content in innovative new ways”
(“Swimsuit,” n.d.). While the magazine does feature some female athletes, most of the women in
the issues are famous models and celebrities (“Models,” n.d.). In contrast, “The Body Issue” only
features athletes, and their mission is to celebrate “the incredible power of athletic form” (“The
Body Story,” n.d.).
The magazine seeks to uphold this idea by featuring full photographic spreads of
carefully positioned nude and semi-nude athletes from a variety of demographics. Since 2009,
“The Body Issue” has featured over 200 individuals of different age, gender, race, ethnicity,
ability, sexuality, and popularity. They have featured a 77-year-old golfer, a pregnant Olympic
volleyball player, a transgender duathlete, and a paralympic rower (“The Body Story,” n.d.). The
magazine also aims to represent an array of sports and athletic events including soccer and skiing
but also bull riding and poker. The photographs are accompanied by interviews of athletes
discussing their athletic successes, failures, trainings, as well as their perceptions of their bodies.
In doing so, the issue seeks to inspire “a deeper appreciation for what [people’s] bodies are
capable of” and to uphold their belief that that “every body has a story” (“Body,” n.d.).
Method of Analysis
To generate an understanding of the purpose of non-sexualized nudity in marketing, two
theoretical frameworks can be applied to “The Body Issue.” Using a critical perspective as well
as visual analysis provides a holistic approach to understanding the magazine’s rhetorical
influence. While it is important to understand the immediate messages images directly present,
further analysis seeks to explain how these images function and contribute to broader societal
considerations; the individual components contribute to the representation and the function of the
whole.
Visual perspectives suggest that visuals carry meaning and can communicate
nondiscursive messages. Therefore, in a culture dominated by immediacy and images, visual
rhetoric claims that that images “communicate socially grounded persuasive meanings that
reinforce or challenge taken-for-granted ideological beliefs and behaviors” (Sellnow, 2018, pp.
235-236). Not only can images convey certain messages, but they can do so powerfully,
strategically, and persuasively. As a result, individuals read images in different ways. Stuart Hall
explains that, in order to identify with visual messages, consumers consider the likelihood of
certain factors and either affirm, negotiate, or oppose the presented messages (Palczewski, Ice, &
Fritch, 2016, p. 65). Preferred readings accept and strengthen dominant ideologies while
adopting a position of power while oppositional readings resist acceptance of the presented
message which often facilitates a response (Sellnow, 2018, pp1. 139-140). Furthermore,
considering various visual factors like content, organization, and photographic strategies
contributes to how visual messages are shaped and received.
 DECONSTRUCTING NUDITY 4

Critical rhetoric, established by Raymie McKerrow in 1989, seeks to examine how texts
develop and uphold certain dominating social practices (Sellnow, 2018, p. 136). Taking an
additional critical approach to “The Body Issue” helps to understand how the use of nudity
interacts with the idea of control and dominant ideologies. It provides the opportunity to identify
pre-existing hegemonic understandings of what the dominant group is and what ideology is
being controlled. Specifically, it seeks to understand the differences in power between producers,
consumers, and models. Furthermore, a critical perspective helps understand the purpose of this
paper by seeking to understand the current ideas that society has about nudity as a means of
sexualization and challenging the dominant ideology and its power.
Application
In order to understand how mainstream media uses non-sexual nude images, I have
pulled three photographs from the 2015 and 2019 publications of “The Body Issue.” Utilizing
multiple pictures seeks to create a fuller understanding instead of generalizing messaging from
one photograph. For the sake of this research, it also seems appropriate to define what is deemed
as sexual material to draw contrast to non-sexual material. According to Reichert (2010) sexual
content in marketing and advertising “typically consist of nudity or physically attractive models
in revealing clothing, sexual poses, and other forms of sexual behavior, facilitating factors such
as lighting, editing, and sound, and verbal information such as double entendre, suggestive
language, or innuendo” (“Abstract”). While terms such as “attractive” are subjective, the
importance and defining qualities of sexual material lie largely in photo construction. Through
visual analysis, there is an understanding of the messages that non-sexual nude images relay.
Power
The first photograph of analysis features USA Track and Field hammer thrower Amanda
Bingson (see Figure 1). Although she is naked, the photo provides an oppositional reading to the
traditional association between sexual content and nudity. Despite her lack of clothing, the
picture lacks indecent exposure; she is strategically positioned in such a way that is not revealing
nor suggests sexual behavior. She is also positioned in the center of the photo, putting her at the
center of attention regardless of if she was naked or clothed. The photograph was also taken at an
angle so that viewers are looking up at Bingson. This allows her to appear bigger and ultimately
more powerful as opposed to a downward angle which would make her appear smaller or in a
lower or inferior position as women are typically portrayed in advertising (“Sports serve
society,” 2016, p. 7)
There are other noted items in the image that function symbolically. In the foreground is
a hammer which represents Bingson’s athletic event. The object appears heavy, suggesting the
strength necessary to throw the hammer. Also visible is a tattoo of the Olympic rings on her
upper thigh, eluding to the level of athleticism and success she has achieved. Given the
placement of the tattoo, it may or may not have been visible had she not be naked. Even though
these items draw attention, they ultimately direct the viewers focus back to Bingson and her
story.
While one may argue that the photograph could accomplish similar tactics without
featuring her naked, nudity is still an important component of the image. Bingson’s nudity
suggests physical vulnerability, and instead of viewing a naked body, especially that of a woman,
 DECONSTRUCTING NUDITY 5

sexually, viewers are presented a naked body in a non-sexual way. Considering the messages of
power and strength the picture presents, there becomes an oppositional reading that suggests an
association between nudity and power.

Figure 1. A photo of USA Track and Field hammer thrower Amanda Bingson for ESPN’s “Body
Issue. Taken from: Hapak, P. (Photographer). (2015). Amanda Bingson [digital image].
Retrieved from http://www.espn.com/espn/feature/story/_/id/27400369/the-body-
issue#!amanda_bingson
Authenticity
Another photograph to consider features five offensive linemen on the NFL Philadelphia
Eagle’s football team (see Figure 2). Using the previous criteria, this image features the men
naked but arguably in a non-sexual manner. Similar to Bingson, the men are positioned in a way
that maintains coverage, doing so with posters that speak to a part of their story; the posters serve
two purposes. The use of nudity also exposes the men’s bodies which contrast to stereotypical
prototypes of muscular male features and hegemonic masculinity. The players are larger men and
appear to be heavier; they do not have chiseled abdominal muscles or bulging biceps that are
traditionally associated with an ideal and sexualized masculine image.
Furthermore, it is important to note the casual feel of the photograph. The men are seen
laughing and engaging with one another. It does not convey a polished photoshoot, but rather,
despite their naked state, a candid encounter among friends. The men are standing in a parking
lot in front of a camper which is intended to symbolize a tailgate party, a casual social gathering
which can be associated with football games (“tailgate party,” 2020). These factors generate a
sense of authenticity. This is solidified by the interview that accompanies the photograph. When
the men were asked what they hope people take away from the shoot, player Lane Johnson
responded, “They can just laugh and see us as a bunch of goofy guys; that's what we are.
Hopefully, the pictures capture what we are really about -- really authentic and genuine, nothing
fake about it. What you see is what you get” (“Eagles linemen want,” 2019).
 DECONSTRUCTING NUDITY 6

Figure 2. A photo of the Eagles Offensive Linemen for ESPN’s “Body Issue. Taken from:
Hetherington, A. (Photographer). (2019). Philadelphia Eagles offensive line [digital image].
Retrieved from http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!eagles
This image further represents how nudity may be represented and the messages it
conveys. Instead of using nudity to further sexual messaging, this photograph presents an
oppositional reading of authenticity. Not only are viewers receiving this message through
presenting parts of the men’s personalities and interactions with one another, but this is also
represented by viewing real bodies instead of ideal ones. In doing so, this display of non-sexual
nudity reveals authenticity.
Confidence
The final photograph of analysis features Scout Bassett, a para-athlete sprinter and long
jumper (see Figure 3). Bassett was not only notably featured on the cover of 2019’s “The Body
Issue,” but considering the publication stopped print, she is also the last cover athlete of the
annual feature. As with the other photographs, Bassett’s image does not uphold the stated
qualities of a sexual image. Her body is positioned to shield any inappropriate visuals. The lack
of props as seen in the other photographs, as well as a neutral setting, directs the viewer’s
complete attention to her. Additionally, having stood in front of the sun there is this angelic glow
that draws a contrast to her stern and set facial features. She is positioned standing tall which
presents a sense of confidence when combined with the other visual components.
Most notable about this picture is the highlight of Bassett’s prosthetic. Not only is it
explicitly exposed, but she is posed so that her leg with the prosthetic is the forwardmost leg.
Although it draws attention, it ultimately connects back to Bassett while simultaneously giving
insight to her story. When approached about being featured in “The Body Issue,” this was
something Bassett chose to highlight, saying “I want to make sure people can see my scars
because I want them to understand that scars are part of what makes you who you are” (Martin,
2019). As Heiss (2009) states, both female and disabled bodies have historically been positioned
in opposition to the accepted norm of male able bodies (p. 5). She further argues that omitting
physical disability in images reinforce social beliefs that disability falls not only outside the
realm of self-acceptance but also that of physical beauty standards (p. 18). Therefore, by
 DECONSTRUCTING NUDITY 7

choosing to highlight these parts of her identity, Bassett challenges dominant ideology regarding
the value of bodies and their differences. She establishes an image of self-acceptance and
challenges ideas of traditional beauty. Therefore, the oppositional reading that arises is that non-
sexual nudity provides the opportunity to express individuality and share personal differences
with confidence.

Figure 3. A photo of para-athlete sprinter and long jumper Scout Bassett for ESPN’s “Body
Issue. Taken from: Phibbs, R. (Photographer). (2019). Scout Bassett [digital image]. Retrieved
from http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!scout_bassett
Purpose
By analyzing examples of non-sexual nude images, further analysis presents an
understanding of why such images are used in marketing. Through conveying ideas of power,
authenticity, and confidence, non-sexual nudity ultimately challenges certain dominant ideas. As
previously synthesized, the idea that sex sells has created a dominant ideology that nudity is
sexual, and these bodies become commodities associated with the products or services they help
advertise. However, “The Body Issue” challenges this dominant ideology by seeking to
rehumanize nude individuals and return elements that may have been stripped away by
sexualization. The body no longer represents a commodity that is freely given but a story that is
both personally retained and publicly shared.
While some may argue that ESPN The Magazine is still profiting from “The Body Issue”
and the individuals, in order for these stories and messages to reach audiences, the magazine
must be published and publicized which naturally generates revenue. Furthermore, all
photographs and interviews are archived and freely accessible online. The magazine also strives
to uphold ethical presentations by asking athletes about the stories they want to tell, what setting
they feel comfortable with, how they would like to be positioned, etc. (Martin, 2019). In doing
so, they seek to ensure that each athlete is represented with integrity and personal input which
contrasts with other nude advertisements.
As a result, “The Body Issue” and non-sexual nudity challenge power dynamics between
producers, consumers, and models. The use of sexual nude images in marketing grants a majority
 DECONSTRUCTING NUDITY 8

of the power to producers; they are using the visual to sell products and services and are
receiving publicity and monetary benefits. Considering dominant ideologies, consumers have the
power to purchase but are ultimately influenced by selling tactics. Models have little to no power
as their purpose is to support the efforts of the producers. Contrarily, non-sexual nudity in
marketing shifts the power dynamics and offers distribution; while producers are still seeking to
sell, models are given more autonomy and value as there is less emphasis on their objectification.
As a result, the messages presented to consumers offer a sense of empowerment by valuing non-
physical qualities instead of offering messages that solely seek to influence purchases.
Conclusion and Contribution
Using non-sexual nude images in marketing ultimately creates a new sense of
identification with naked bodies – one of power, authenticity, and confidence rather than one of
sexual appeal. On a macro level, this identifies and targets the concentration of power held by
commodity producers. As a result, there is a redistribution of power and influence for both
models and consumers. Further consideration provides a broad understanding of the social value
and influence of both money and sexual content. However, by seeking to associate nudity with
different ideologies, we are able to deconstruct the idea that sex-sells and the power associated
with it.
This paper further suggests the need to deeply contemplate the pervasiveness of sexual
content in society and the persuasive power it has whether that be in terms of attraction or
aversion. Society has developed expectations surrounding sexuality and its impact, and while
there is vocalization of problems such as objectification, fetishism, etc., consumers continue to
buy into sexualized messaging. Perhaps this speaks to cogitative dissonance and further unveils
certain values by considering the factors that are more powerful and persuasive – but then what
is the reading to be affirmed? Can there truly be a complete social reconstruction of how we
view nudity? Can there be cultivation of appreciation for the human body that restores historical
values? How can we rehumanize bodies that have been commodified?
Finally, from a theoretical standpoint, while there is importance in understanding
ideologies and hegemonic powers, that seems to be insufficient; it is not enough to solely critique
dominant powers without offering insight into how power shifts. To only offer criticism and re-
evaluation is to only understand a beginning and an endpoint without considering the process of
power establishment. Rhetorical criticism should seek to further understand how dominant
groups and ideologies are established and how they shift. Is power given or is it taken? This may
provide further insight into the effectiveness of rhetoric by identifying that meanings and
messages are not static; change is probable.
 DECONSTRUCTING NUDITY 9

References
Bass-Krueger, M. (n.d.). [NSFW] A brief history of nudes. Google Arts & Culture.
https://artsandculture.google.com/theme/nsfw-a-brief-history-of-
nudes/XwISmlY5uQWdJQ?hl=en
Body. (n.d.) The Body Issue. Retrieved April 20, 21, from
http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!
The Body Story. (n.d.) The Body Issue. Retrieved April 20, 21, from
http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!
The Editors of Encyclopaedia Britannica. (2020). Playboy. Retrieved April 20, 2020, from
https://www.britannica.com/topic/Playboy
ESPN The Magazine. (2019, September 4). Eagles linemen want to bust the ‘O-line body stigma.
ESPN. Retrieved April 20, 2020, from https://www.espn.com/nfl/story/_/id/27493236/
philadelphia-eagles-offensive-linemen-want-bust-o-line-body-stigma-body-issue-2019
ESPN The Magazine Media Kit. (n.d.) ESPN Press Room. Retrieved April 20, 21, from
https://espnpressroom.com/us/media-kits/espn-the-magazine/
Hapak, P. (Photographer). (2015). Amanda Bingson [digital image]. Retrieved from
http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!amanda_bingson
Hetherington, A. (Photographer). (2019). Philadelphia Eagles offensive line [digital image].
Retrieved from http://www.espn.com/espn/feature/story/_/id/27400369/the-body-
issue#!eagles
Heiss, S. (2009) Locating the bodies of women and disability in definitions of beauty: An
analysis of Dove’s campaign for real beauty. Conference Papers – National
Communication Association, 1.
Martin, M. (Host). (2019, September 7). ESPN Magazine’s editor-in-chief talks end of ‘Body
Issue’ [Audio podcast]. Retrieved fromhttps://www.npr.org/2019/09/07/758658222/
espn-magazines-editor-in-chief-talks-end-of-body-issue
Michael S. LaTour, Pitts, R., & David C. Snook-Luther. (1990). Female nudity, arousal, and ad
response: An experimental investigation. Journal of Advertising, 19(4), 51-62. Retrieved
 DECONSTRUCTING NUDITY 10

April 20, 2020, from www.jstor.org/stable/4188779

Models. (n.d.) Sports Illustrated Swimsuit. Retrieved April 20, 21, from
https://swimsuit.si.com/models
Palczewski, C., Ice, R., and Fritch, J. (2016). Rhetoric in civic life (2nd ed.). State College, PA:
Strata.
Phibbs, R. (Photographer). (2019). Scout Bassett [digital image]. Retrieved from
http://www.espn.com/espn/feature/story/_/id/27400369/the-body-issue#!scout_bassett
Reichert, T. (2010). Sex in Advertising. In Wiley International Encyclopedia of Marketing (eds
J. Sheth and N. Malhotra). doi:10.1002/9781444316568.wiem04008
Reichert, T. & Walker, K. M. (2005) Sex and magazine promotion: The effects of sexualized
subscription cards on magazine attitudes, interest, and purchase intentions. Journal of
Promotion Management, 11(2/3), 131–141. https://doi-
org.ezproxy.messiah.edu/10.1300/J057v11n02_09
Sellnow, D. D. (2018). The rhetorical power of popular culture: Considering mediated texts.
SAGE.
Sorrow. A. R. (2012, June 5). Magazine trends study finds increase in advertisements using sex.
UGA Today. https://news.uga.edu/magazine-trends-study-finds-increase-in-
advertisements-using-sex/
Sports serve society by providing vivid examples of sexuality: The hyper and hetero-sexualized
images of athletes in “ESPN The Body Issue.” (2017). Conference Papers – International
Communication Association, 1–32.
Swimsuit. (n.d.) Sports Illustrated. Retrieved April 20, 21, from
https://www.si.com/advertise/swimsuit
tailgate party. (2020). In Merriam-Webster.com. Retrieved April 20, 2020, from
https://www.merriam-webster.com/dictionary/tailgate%20party