This article examines how discourses of work–life balance are appropriated and used by women academics. Using data collected from semi‐structured, single person interviews with 31 scholars at an Australian university, it identifies and explores four ways in which participants construct their relationship to work–life balance as: (1) a personal management task; (2) an impossible ideal; (3) detrimental to their careers; and (4) unmentionable at work. Findings reveal that female academics' ways of speaking about work–life balance respond to gendered attitudes about paid work and unpaid care that predominate in Australian socio‐cultural life. By taking a discursive approach to analysing work–life balance, our research makes a unique contribution to the literature by drawing attention to the power of work–life balance discourses in shaping how women configure their attempts to create a work–life balance, and how it functions to position academic women as failing to manage this balance.

Background Government responses to managing the COVID-19 pandemic may have impacted the way individuals were able to engage in physical activity. Digital platforms are a promising way to support physical activity levels and may have provided an alternative for people to maintain their activity while at home. Objective This study aimed to examine associations between the use of digital platforms and adherence to the physical activity guidelines among Australian adults and adolescents during the COVID-19 stay-at-home restrictions in April and May 2020. Methods A national online survey was distributed in May 2020. Participants included 1188 adults (mean age 37.4 years, SD 15.1; 980/1188, 82.5% female) and 963 adolescents (mean age 16.2 years, SD 1.2; 685/963, 71.1% female). Participants reported demographic characteristics, use of digital platforms for physical activity over the previous month, and adherence to moderate- to vigorous-intensity physical activity (MVPA) and muscle-strengthening exercise (MSE) guidelines. Multilevel logistic regression models examined differences in guideline adherence between those who used digital platforms (ie, users) to support their physical activity compared to those who did not (ie, nonusers). Results Digital platforms include streaming services for exercise (eg, YouTube, Instagram, and Facebook); subscriber fitness programs, via an app or online (eg, Centr and MyFitnessPal); facilitated online live or recorded classes, via platforms such as Zoom (eg, dance, sport training, and fitness class); sport- or activity-specific apps designed by sporting organizations for participants to keep up their skills (eg, TeamBuildr); active electronic games (eg, Xbox Kinect); and/or online or digital training or racing platforms (eg, Zwift, FullGaz, and Rouvy). Overall, 39.5% (469/1188) of adults and 26.5% (255/963) of adolescents reported using digital platforms for physical activity. Among adults, MVPA (odds ratio [OR] 2.0, 95% CI 1.5-2.7), MSE (OR 3.3, 95% CI 2.5-4.5), and combined (OR 2.7, 95% CI 2.0-3.8) guideline adherence were higher among digital platform users relative to nonusers. Adolescents’ MVPA (OR 2.4, 95% CI 1.3-4.3), MSE (OR 3.1, 95% CI 2.1-4.4), and combined (OR 4.3, 95% CI 2.1-9.0) guideline adherence were also higher among users of digital platforms relative to nonusers. Conclusions Digital platform users were more likely than nonusers to meet MVPA and MSE guidelines during the COVID-19 stay-at-home restrictions in April and May 2020. Digital platforms may play a critical role in helping to support physical activity engagement when access to facilities or opportunities for physical activity outside the home are restricted.

Existing research into the depiction of female athletes has indicated that while they remain under-represented across traditional and online media outlets, social media is a potential tool for female athletes to redress this lack of coverage, and even contest and rework normative gender and sexual identities in sport. This paper challenges such arguments by offering a feminist thematic analysis of how five international female athletes are using social media to present their sporting and feminine selves within a neoliberal post-feminist moment characterised by individual empowerment and entrepreneurial subjecthood. Adopting a feminist critique of neoliberalism, and critically engaging Banet-Weiser's gendered “economies of visibility”, our findings demonstrate that, in a social media environment, female athletes are adopting new strategies for identity construction that capitalise on tropes of agentic post-feminist subjecthood to market themselves, including self-love, self-disclosure and self-empowerment. This paper advances the emerging field of inquiry into athlete social media usage by focusing on the ideological workings of neoliberalised gender discourse not only in the crafting of contemporary sporting femininities in digital spaces, but in recasting feminism as an individualised endeavour firmly located in the market.

This article explores the relationship between consumer culture, female athletic representation and online fan engagement on the photograph-based social media platform Instagram. It argues that social media interaction between female athletes and fans is governed by gender norms and arrangements that expect and reward female athletic articulations of empowerment, entrepreneurialism and individualisation in the context of postfeminism and consumer self-fashioning. Examining the Instagram feeds of five global sport stars, this study demonstrates that the feedback of fans and followers plays a critical role in influencing the gendered work undertaken by female athletes to present an appealing consumer 'brand', according to the desires of the market. We propose a new conceptual framework-the athletic labour of femininity-to understand the ways in which elite sportswomen cultivate an authentic brand in the sports marketplace. More than a type of 'bodywork', the athletic labour of femininity responds to consumer expectations that women demonstrate a successful feminine subjectivity characterised by notions of personal choice, individual responsibility and self-management. It takes the form of emphasising empowered femininity, celebrating hetero-sexiness and revealing personal intimacies as part of crafting a feminine sporting persona which draws online comment and likes from followers and fans. By focusing on the role online fan interaction plays in shaping the athletic labour of femininity, this research advances existing studies of how representations of sportswomen are produced and consumed by paying particular attention to the social conditions influencing how sportswomen represent

Abstract:In this paper, we take seriously the challenges of making sense of a sporting (and media) context that increasingly engages female athletes as active, visible and autonomous, while inequalities pertaining to gender, sexuality, race and class remain stubbornly persistent across sport institutions and practices. We do so by engaging with three recent feminist critiques that have sought to respond to the changing operations of gender relations and the articulation of gendered subjectivities, namely third-wave feminism, postfeminism and neoliberal feminism, and applying each to the same concrete setting -the social media self-representation of Hawaiian professional surfer Alana Blanchard. In aiming to conceptually illustrate the utility of these three feminist critiques, we are not advocating for any single approach. Rather, we critically demonstrate what each offers for explaining how current discourses are being internalized, embodied and practiced by young (sports)women, as they make meaning of, and respond to, the conditions of their lives.The challenge of how to best theorize issues related to media representation of female athletes has long occupied feminist researchers. The on-going challenges of this project are evident in the size of the research corpus, which includes many thousands of published articles dating back to the 1970s. However, the emergence of new forms of femininity that embrace 'girl power', in tandem with the advent of social media technologies such as Facebook and Instagram, have radically altered the ways in which media depictions of athletes are produced, disseminated and interpreted.Indeed, as Karlyn (2010) argues, "popular culture infuses the world in which today's