Sample paper
Word Count: approximately 1,050 words
Framing Theory
Framing Theory examines how media prioritises particular aspects of a message, shaping which perspectives audiences treat as most salient. The essay argues "Dream Crazier" applies this by presenting women athletes as powerful, assertive, and competent, directly countering stereotypes of women as hysterical or overly dramatic -- effectively setting an agenda that helps audiences move past stereotyped perceptions of women in sport.
Cultivation Theory
Cultivation Theory, developed by George Gerbner and colleagues, examines how prolonged or repeated exposure to particular media images and stories shapes viewers' perception of social reality over time. Applied to "Dream Crazier," the theory suggests that consistent exposure to empowered representations of women in sport could produce a gradual, positive shift in audience perceptions of women's capabilities and social roles.
Applying Framing Theory to the Commercial
The advertisement reframes emotional and physical displays of strength that are traditionally read as "dramatic" or "hysterical" in women as evidence of passion and competitive drive. Serena Williams's animated on-court moment is presented as competitive passion rather than emotional excess; Simone Biles's gymnastics is framed as extraordinary athletic achievement measured against any athlete, not qualified as impressive "for a woman." The essay argues this framing strategy repositions traits society has historically dismissed as evidence of instability into markers of the same drive that produces athletic greatness, with Williams's own history of facing gendered stereotyping in tennis lending the message additional credibility and persuasive weight.
Applying Cultivation Theory to the Commercial's Societal Effects
The essay argues that "Dream Crazier" contributes to a long-term cultivation effect through its consistent portrayal of women succeeding across multiple sports, gradually normalising expectations of gender equality and bringing perceptions of "ordinary" women closer to the accomplished figures depicted. This normalisation is framed as relevant to how girls perceive their own potential as athletes and, more broadly, as a message aimed partly at male viewers, inviting them to confront biases about women's capability and instead view women as formidable competitors and legitimate leaders -- an effect the essay suggests could extend beyond sport into perceptions of women in business and education.
Conclusion
Reading the commercial through both theories together, the essay concludes that Nike uses Framing Theory to reposition qualities historically stigmatised in women -- passion, ambition, visible competitiveness -- as strengths, while Cultivation Theory suggests that sustained exposure to such representations can shift broader social perceptions of gender roles over time. The essay argues this combination gives "Dream Crazier" potential influence beyond its immediate advertising purpose, contributing incrementally to how audiences perceive women's capability and legitimacy in competitive and leadership contexts.
References
Bowman, N. D. (Ed.). (2024). Entertainment media and communication (Vol. 20). Walter de Gruyter GmbH & Co KG. Bowman, 2024 Güran, M. S., & Özarslan, H. (2022). Framing theory in the age of social media. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (48), 446-457. Güran & Özarslan, 2022 Hermann, E., Morgan, M., & Shanahan, J. (2023). Cultivation and social media: A meta-analysis. New Media & Society, 25(9), 2492-2511. Hermann et al., 2023 Shrum, L. J. (2017). Cultivation theory: Effects and underlying processes. The International Encyclopedia of Media Effects, 1, 1-12. Shrum, 2017