The Representation of Girls and Women in Corporate-Led Development: A Critical Discourse Analysis of The Girl Effect Campaign and The 5by20 Project
Abstract At face value, Nike’s Girl Effect campaign and Coke’s 5by20 project appear promising, with no potential complexities or ambiguities. However, analysts of corporate-led development have argued that such approaches to development draw on colonial stereotypes of girls and women as sexually and culturally constrained. This thesis aims to investigate these representations of girls and women inThis thesis addresses the representation of girls and women in Nike’s Girl Effect campaign and Coke’s 5by20 project. Though they seem promising, some sceptics believe that they rely on old-fashioned ideas about girls and women. The business case for women's economic empowerment promises to improve the lives of women and girls through job creation. However, despite this promise, most women and