本文運用文化研究的觀點，評議國際間籃球運動發展與後女性主義意識型態的交互作用，並以美國女子職業籃球協會(WNBA)行銷策略為例，再由不同切入角度，探討臺灣女子籃球運動中後女性主義意識型態之呈現。本文認為，美國職業女籃自我定位為提倡性別平權的推廣者，並以此建構旗下球隊聯盟及其廣告，其行銷策略，強調以個人責任及自助式行為來解決在後資本主義社會商業協定下普遍的性別問題，且商品化女性主義的色彩極為濃厚。而在臺灣的女子籃球運動則因社會反應及市場情況不同，夾雜反映了一系列後女性主義的思潮，但其商品女性主義的色彩卻較為淡薄。

This paper deploys the view of feminist cultural studies to discuss the interaction between development of basketball and ideology of (post) feminism. Using strategies of America’s Women’s National Basketball Association (WNBA) and its sponsors as starting examples, followed by the discussion of the Taiwanese situation, this paper concludes that WNBA’s strategies reinforce the advocacy of personal responsibility and self-help as antidotes to gender problems and inequities under late capitalist economic arrangements. WNBA and its advertisers are self-identified as advocates for gender justice, which is also used as the base to construct its league and adverts. However, in seeing for audience as well as consumers, the strategies of WNBA and its advertisers have demonstrated a strong flavor of commodity feminism. In Taiwan, due to the different social context and market response towards women’s basketball, it is argued that the promotion of women’s basketball reelects a series of complex (post) feminist thoughts, but less of commodity feminism.