Social and Psychological Aspects

The Evolution of the Female Physquie: Gender, Media, and the Bodybuilding Narrative

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Abstract

Female bodybuilding has undergone significant shifts in media representation since its emergence in the mid-20th century. This study examines how cultural change and normative stndards of feminiity shaped portrals of women bodybuilders in print media from the 1950s to the 2000s. Framed by theories of gender performativity and fashion as a social practice. The research explores tensions between muscular strength and socially prescribed feminitiy. Using qualitative visual analysis 32 mangazine covers from Strength and Health, Flex, and Muscle & Co were coded. Three themes emerged: the push-pull between empowerment and sexualization in masculine spaces; racial whitewashing of female athletes; and the alignment of female bodybuilding imagery with fashion modeling rather than athletic performance. Findings show that representations shifted alongside feminist movements and industry regulations, reinforacing beauty ideals. Overall, the study demonstrates how media both reflects and regulartes women's athletic identities and highlights the need for future research in online contexts. 

Keywords: bodybuilding, gender, identity, media, representation

How to Cite:

Walrod, E. & Howell Abolo, A. L., (2025) “The Evolution of the Female Physquie: Gender, Media, and the Bodybuilding Narrative”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21905