The This Girl Can campaign, part of the Eduqas GCSE... Show more
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
34
1
Film, Media and Photography
08/09/2025
Media Studies
This Girl Can | Knowledge Organiser | Eduqas GCSE Media Studies - Paper 1
1,052
•
8 Sept 2025
•
Free Eduqas GCSE Media Studies Notes PDF: This Girl Can - Exam Prep & Answers
1 / 1
Media Language and Representation in "This Girl Can" Campaign
The This Girl Can campaign, a key component of GCSE Media Studies Eduqas This Girl Can curriculum, employs powerful media language and representation techniques to challenge traditional stereotypes and encourage women's participation in sports.
Text and Written Language
The campaign's slogan, "This Girl Can," serves as a bold and determined statement, promoting a positive attitude towards exercise. It cleverly transforms the derogatory phrase "sweating like a pig" into the empowering "feeling like a fox," emphasizing qualities like sleekness, sexiness, and sophistication.
Highlight: The use of the hashtag "#thisgirlcan" creates a sense of community, popularity, and intrigue, effectively engaging the target audience on social media platforms.
Visual Imagery
The campaign features images that break away from conventional representations of women in sports media:
- A woman in her 30s, embracing exercise and freedom
- Non-celebrity model, making the imagery relatable to a wider audience
- Absence of photoshop or airbrushing, accepting imperfections
- Natural hair and makeup, de-emphasizing traditional beauty standards
- Confident facial expression, conveying enjoyment of the moment
- Independent and free body language, dressed in regular green clothing
Example: The choice to feature a non-celebrity woman in her 30s exercising confidently challenges the typical media representation of young, airbrushed models in sports advertisements.
Theoretical Framework
The campaign challenges traditional media theories:
- Propp's character types often portray men as heroes and women as damsels in distress
- Mulvey's male gaze theory suggests that women are frequently represented negatively to conform to male expectations
Definition: The male gaze theory, proposed by Laura Mulvey, refers to the way visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.
Context and Impact
Sport England initiated this campaign after identifying a significant gender gap in exercise participation:
- 2 million fewer women were exercising compared to men
- Fear of judgment was identified as the primary reason for this gap
- The National Lottery funded the campaign to showcase authentic female exercising
- As a result, 1.6 million more women started exercising
- The campaign's success influenced other initiatives, such as Nike's "Better For It" campaign
Vocabulary: Dominant ideology refers to the set of beliefs and values that are most widely accepted and considered normal in a society, often reinforcing existing power structures.
Representation
The This Girl Can advert analysis reveals how the campaign challenges dominant ideologies and promotes positive representation of women:
- Encourages women to exercise, defying traditional stereotypes
- Presents a raw and authentic portrayal of women exercising
- Depicts women as strong and happy role models
- Uses "girl" inclusively to encompass all females and challenge the stereotype that girls can't do sports
- Promotes the idea that confidence is attractive
- Diverts from typical representations of women as weaker, offering a more empowering image
Quote: "Sweating like a pig, feeling like a fox" - This powerful phrase encapsulates the campaign's message of embracing the physical realities of exercise while feeling confident and attractive.
Media Language: Layout and Design
The campaign's visual design reinforces its message:
- Central placement of the mantra emphasizes its importance
- Blurred background focuses attention on the protagonist and suggests inclusivity
- White serif font connotes dominance, purity, and creates a stamp-like effect
- Clear placement of the campaign logo supports the overall ideology
Highlight: The use of a blurred background not only focuses attention on the main subject but also subtly conveys the idea of exercising with others, promoting a sense of community.
This comprehensive analysis of the "This Girl Can" campaign provides valuable insights for GCSE Media Studies This Girl Can exam preparation, offering a deep understanding of media language, representation, and the campaign's societal impact.
We thought you’d never ask...
What is the Knowunity AI companion?
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
Where can I download the Knowunity app?
You can download the app from Google Play Store and Apple App Store.
Is Knowunity really free of charge?
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
Can't find what you're looking for? Explore other subjects.
Students love us — and so will you.
4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Free Eduqas GCSE Media Studies Notes PDF: This Girl Can - Exam Prep & Answers
The This Girl Can campaign, part of the Eduqas GCSE Media Studies set products 2024, is a powerful initiative aimed at encouraging women to exercise without fear of judgment. Launched by Sport England to address the gender gap in... Show more
Media Language and Representation in "This Girl Can" Campaign
The This Girl Can campaign, a key component of GCSE Media Studies Eduqas This Girl Can curriculum, employs powerful media language and representation techniques to challenge traditional stereotypes and encourage women's participation in sports.
Text and Written Language
The campaign's slogan, "This Girl Can," serves as a bold and determined statement, promoting a positive attitude towards exercise. It cleverly transforms the derogatory phrase "sweating like a pig" into the empowering "feeling like a fox," emphasizing qualities like sleekness, sexiness, and sophistication.
Highlight: The use of the hashtag "#thisgirlcan" creates a sense of community, popularity, and intrigue, effectively engaging the target audience on social media platforms.
Visual Imagery
The campaign features images that break away from conventional representations of women in sports media:
- A woman in her 30s, embracing exercise and freedom
- Non-celebrity model, making the imagery relatable to a wider audience
- Absence of photoshop or airbrushing, accepting imperfections
- Natural hair and makeup, de-emphasizing traditional beauty standards
- Confident facial expression, conveying enjoyment of the moment
- Independent and free body language, dressed in regular green clothing
Example: The choice to feature a non-celebrity woman in her 30s exercising confidently challenges the typical media representation of young, airbrushed models in sports advertisements.
Theoretical Framework
The campaign challenges traditional media theories:
- Propp's character types often portray men as heroes and women as damsels in distress
- Mulvey's male gaze theory suggests that women are frequently represented negatively to conform to male expectations
Definition: The male gaze theory, proposed by Laura Mulvey, refers to the way visual arts and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.
Context and Impact
Sport England initiated this campaign after identifying a significant gender gap in exercise participation:
- 2 million fewer women were exercising compared to men
- Fear of judgment was identified as the primary reason for this gap
- The National Lottery funded the campaign to showcase authentic female exercising
- As a result, 1.6 million more women started exercising
- The campaign's success influenced other initiatives, such as Nike's "Better For It" campaign
Vocabulary: Dominant ideology refers to the set of beliefs and values that are most widely accepted and considered normal in a society, often reinforcing existing power structures.
Representation
The This Girl Can advert analysis reveals how the campaign challenges dominant ideologies and promotes positive representation of women:
- Encourages women to exercise, defying traditional stereotypes
- Presents a raw and authentic portrayal of women exercising
- Depicts women as strong and happy role models
- Uses "girl" inclusively to encompass all females and challenge the stereotype that girls can't do sports
- Promotes the idea that confidence is attractive
- Diverts from typical representations of women as weaker, offering a more empowering image
Quote: "Sweating like a pig, feeling like a fox" - This powerful phrase encapsulates the campaign's message of embracing the physical realities of exercise while feeling confident and attractive.
Media Language: Layout and Design
The campaign's visual design reinforces its message:
- Central placement of the mantra emphasizes its importance
- Blurred background focuses attention on the protagonist and suggests inclusivity
- White serif font connotes dominance, purity, and creates a stamp-like effect
- Clear placement of the campaign logo supports the overall ideology
Highlight: The use of a blurred background not only focuses attention on the main subject but also subtly conveys the idea of exercising with others, promoting a sense of community.
This comprehensive analysis of the "This Girl Can" campaign provides valuable insights for GCSE Media Studies This Girl Can exam preparation, offering a deep understanding of media language, representation, and the campaign's societal impact.
We thought you’d never ask...
What is the Knowunity AI companion?
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
Where can I download the Knowunity app?
You can download the app from Google Play Store and Apple App Store.
Is Knowunity really free of charge?
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
Can't find what you're looking for? Explore other subjects.
Students love us — and so will you.
4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user