THE FRAMING OF CAITLYN JENNER: A TEXTUAL ANALYSIS by MORGAN RENAE PETTWAY KENON BROWN, COMMITTEE CHAIR CARYL COOPER ADAM SHARPLES-BROOKS A THESIS Submitted in partial fulfillment of the requirements for the degree of Master of Arts in the Department of Advertising and Public Relations in the Graduate School of The University of Alabama TUSCALOOSA, ALABAMA 2017 Copyright Morgan Pettway 2017 ALL RIGHTS RESERVED ABSTRACT In April 2015, Caitlyn Jenner, formally known as Bruce, announced that she was transitioning into a woman. Through the observation of framing models and framing devices, a textual analysis was conducted within print and audiovisual data to gain an understanding of how framing was used to manage or shape Jenner’s unfolding image as a transgender woman. The researcher also investigated the overall tone of Jenner’s representation to decipher whether she was portrayed in a negative or positive manner. Based upon the findings, the prominent framing models that were observed in the texts were the framing of situations and the framing of attributes. The prominent framing devices of contrast and spin were also present. Furthermore, the findings indicated that Jenner was portrayed in an overall positive manner. The findings of this study build upon the current knowledge of framing and demonstrate the utility of framing in the management of a transgender celebrity’s image. The utility of framing is also presented as an opportunity for application among other celebrity happenings in the media. ii DEDICATION This thesis is dedicated to the family members and friends that supported me through this extensive process. Your love, support and wisdom kept me encouraged throughout the creation and completion of this study. This thesis is also a testimony to other graduate students who may decide not to trek the traditional or most traveled route in their academic or professional careers. Everyone’s journey in life is unique and different from the next, so don’t be afraid to chart unfamiliar territory. You may face uncertainty or make mistakes as you do so, but if you believe in your abilities and the vision you have for yourself, you will make it to your destination. iii ACKNOWLEDGMENTS I want to first acknowledge the faithfulness of the Lord as he is the author and creator of my life. I would also like to thank the many colleagues and faculty members who have assisted me with this thesis. Most importantly, I would like to communicate my appreciation to Dr. Kenon Brown, Dr. Caryl Cooper and Dr. Adam Sharples-Brooks for guiding me through this process. Thank you for contributing your expertise and facilitating the expansion of my research capabilities. iv CONTENTS ABSTRACT .................................................................................................................................... ii DEDICATION ............................................................................................................................... iii ACKNOWLEDGMENTS ............................................................................................................. iv CHAPTER I: INTRODUCTION .....................................................................................................1 Caitlyn Jenner, Before the Transition ..................................................................................2 Keeping Up With The Kardashians .....................................................................................6 The Transition ......................................................................................................................9 Purpose ...............................................................................................................................10 Significance........................................................................................................................11 Summary ............................................................................................................................12 CHAPTER II: LITERATURE REVIEW ......................................................................................14 Celebrity Culture and Stardom ..........................................................................................14 Celebrity Public Relations and Image Management .........................................................19 LGBTQ Studies .................................................................................................................22 Framing Theory .................................................................................................................37 Framing Studies .................................................................................................................43 Research Questions ............................................................................................................52 CHAPTER III: RESEARCH METHODS .....................................................................................53 Methodology ......................................................................................................................53 Pre - Vanity Fair Reveal ....................................................................................................55 v “Bruce Jenner - The Interview” .............................................................................55 Vanity Fair Reveal .............................................................................................................56 “Call Me Caitlyn” .................................................................................................56 “Caitlyn Jenner is Finally ‘Free’ on Vanity Fair’s Cover” ....................................56 Post Vanity Fair Reveal .....................................................................................................56 “‘Call Me Caitlyn,’ a Documentary” ....................................................................57 ESPY Awards ........................................................................................................57 Caitlyn Jenner on “The Ellen DeGeneres Show” ..................................................57 “Today Exclusive: One-On-One With Caitlyn Jenner” ........................................58 Process ...............................................................................................................................58 CHAPTER IV: FINDINGS AND DISCUSSION .........................................................................60 FINDINGS .........................................................................................................................60 “My Story,” “My Truth” ........................................................................................60 Using My Story to Help Others .............................................................................62 Jenner’s Body and Feminine Appearance..............................................................64 Family ....................................................................................................................68 Sexuality ................................................................................................................71 Tone .......................................................................................................................73 DISCUSSION ....................................................................................................................77 “My Story,” “My Truth” ........................................................................................77 Using My Story to Help Others .............................................................................79 ii Jenner’s Body and Feminine Appearance......................................................................................81 Family .....................................................................................................................84 Sexuality .................................................................................................................86 Summary .................................................................................................................88 CHAPTER V: CONCLUSION......................................................................................................92 Implications for the Field ...................................................................................................94 Limitations .........................................................................................................................96 Future Research .................................................................................................................97 REFERENCES ..............................................................................................................................99 ii CHAPTER I: INTRODUCTION As an adorned former Olympian and highly visible celebrity, Bruce Jenner 1 captured media attention (Li, 2017) and stimulated public speculation in 2014 and 2015. This attention was sparked by a surge of websites and tabloids alleging that the 65-year old All-American sports icon was transitioning into a woman (Bernstein, 2015). Gossip magazines, such as Us Weekly and In Touch Weekly , published cover stories in an attempt to expose Jenner’s secret (Bernstein, 2015). Cover stories in these magazines enticed readers with sprawling headlines that read “Bruce’s Secret Double Life” (O’Leary, 2014), “Finally the Truth” (Andersson, 2015) and “Bruce’s Story: My Life as a