Victoria Johnson is an associate professor of film & media studies at UC Irvine. She writes about the marketing of "masculine" sports culture to a post-Title IX generation of women. Her latest publication, "Together, We Make Football": The NFL's "feminine" Discourses appears in the journal Popular Communication and presents an analysis of the National Football League's outreach to female fans as a way to mitigate public criticism regarding the sport's current concussion, domestic violence and other brand crises. The NFL's charitable initiatives and its "NFL for Her" merchandise promotions are just a few examples of the league's appeals to female fans.

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www.faculty.uci.edu/profile.cfm?faculty_id=4927

www.tandfonline.com/eprint/jq8XumKiiRRVXb2cZGzs/full