Some powerful signs at Sochi

The signs, they are a-changing.

But to see them you have to look past the visual bombardment of dead-eyed-Kardashian-object images, pop-up balloon-boob ads, and the opening scenes of violence against women on CSI: Whatever.

The signs are there, at the current Olympics, on the helmet of  Calgary skeleton racer Sarah Reid, the fashion-baggy gear of female snowboarders, the bulk of the women’s ice hockey team jerseys.

They read: Fierce, driven, focused, fearless.

For me, the Sochi Olympics has been a perfect study in semiotics (the study of signs). They’re captivating in their  complete contradiction to the prevailing mass-media image of young women, and they point to an emerging, alternative ‘system of signification,’ as the academics might call it. Calgary-based Sarah Reid, 26, shows it in the haunting helmet she conceived with artist and goalie Jason Bartziokas (Alberta College of Art and Design grad ’04).

The ice hockey team displays it in their uniforms and their team effort — so rarely seen in the culture of young adult women.

It took some hard lobbying on their part to get here on the ice or in the half-pipe, and it took a lawsuit win to  get them the chance to fly through the ski-jumping competitions. (International Olympics Committee members have a history of excluding women, notably because the sport may injure their reproductive organs.)

Although they’re still banned from competing in a few Nordic Combined events, the women are alternative models to the Victoria’s Secret variety for young girls. But we’re not there yet. Not when there are only 24 women in the 110-member International Olympic Committee. (More neat stats here.) 

I keep these visual signs at hand, to show whenever one of the young girls in my life is confronted with another misogynist music video. See here? See how they run, ski, jump, spiral, play well together, delight in their own abilities?
Visual signs as new modes of thinking.