本研究旨在藉由反映社會權力結構之論述分析，並以近年在運動廣告中獨特的文本與運動文獻中有關女性的論述作為對照，突顯女性角色在傳統被視為「公」領域的運動場域中之蛻變與再現，同時並對運動場域中因落實女性主義所伴隨產生之意識形態衝突進行批判。本研究採取質性研究策略中之論述分析法，摘取歷史文獻中有關女性運動地位之重要論述文本，以及2001年後有關女性參與運動的廣告文本案例，論述文本背後所揭露的權力型構與價值觀。本研究結果：在女性主義的影響之下，傳統性別角色進入轉型的過程，參與運動可被視為一種女性重塑性別常模的過程，運動本身成為現代女性實踐女性主義核心論述的場域。本研究結論：在有關性別轉型的過程中，運動本身的概念產生極大變化，不但原本被視為雄性專業領域的概念被弱化，運動本身的概念更產生極大的變化，不再是社會邊緣化女性的工具，而成為女性試圖重構女性地位的重要工具與策略之一。女性藉著運動為一種生活策略，突破傳統的女性圖像與桎梏，產生自我概念的蛻變，重構以女性為主流觀點的運動概念。

This study was aimed to investigate and disclose the transformation and representation process of the concept of "feminine" in sport by addressing the shift of power ideology in the modern society. Further, this study also attempted to re-exam the previous academic critiques and discussions regarding whether the utilization of feminism in sport truthfully reflected the core belief proclaimed by feminists. The discourses analysis was employed to examine the specific and significant narratives from historical literature and current local commercials. The reports from this study demonstrate that the traditional gender ideology has entered the gate of transformation in sport filed, and meanwhile the idea of sport has confronted a dramatic change through the way of how women used sport as a strategy for empowering their identity and enhancing the visibility. This study concludes that through sport, the gender norm was reconstructed, the patriarchic control of sport was destabilized, and women's self-identity was improved along with the development of feminism.