Sport, Culture And Advertising: Identities, Commodities And The Politics Of Representation by Steven J. JacksonSport, Culture And Advertising: Identities, Commodities And The Politics Of Representation by Steven J. Jackson

Sport, Culture And Advertising: Identities, Commodities And The Politics Of Representation

EditorSteven J. Jackson

Paperback | December 17, 2004

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Despite the range of theoretical and methological positions adopted and the wide range of issues and topics related to advertising covered by cultural studies, relationships between sport and advertising have been largely overlooked.
Given its gobal popularity and its prevalence across the spectrum of cultural and commercial life it is not surprising that scholars interrogating the cultural politics of sport have begun to recognise advertising as an important site for the analysis of power relations, cultural politics and cultural repesentation.
Sport, Culture and Advertising presents a first step towards understanding the relationship between advertising and identity with a focus on sport. The book will be useful for scholars across a range of disciplines and will be of interest to students looking for a more critical examination of the commercial realm of sport.
Steven J. Jackson is an Associate Professor in the School of Physical Education, University of Otago. He has published in numerous scholarly journals including: Sociology of Sport Journal, International Review for the Sociology of Sport, Journal of Sport and Social Issues, and Media, Culture & Society. He is currently General Secretary...
Title:Sport, Culture And Advertising: Identities, Commodities And The Politics Of RepresentationFormat:PaperbackDimensions:288 pages, 9.16 × 6.32 × 0.62 inPublished:December 17, 2004Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415339928

ISBN - 13:9780415339926


Rated 5 out of 5 by from Stunning achievement! Remarkable and indepth view of sport's culture in our time.
Date published: 2007-01-15

Table of Contents

1. Introduction: The Contemporary Landscape of Sport Advertising 2. Model Behavior?: Sporting Feminism and Consumer Culture 3. 'Knowing' the Hero: The Female Athlete and Myth at Work in Nike Advertising 4. Women's sport in postmodern America: Body politics and the corporo-empowerment of "Everyday Athletes" 5. Enligtened racism and celebrity feminism in contemporary sports advertisements 6. Race, Representation, and the Promotional Culture of the NBA: Canadian Case" 7. Sport, sexuality and representation in advertising: Political Economy of the Pink Dollar 8. Fitting Images: Advertising, Sport & Disability 9. Close Encounters of Another Kind: Nationalism, Media Representations and Advertising in New Zealand Rugby 10. Global Gaming: Cultural Toyotism, Transnational Corporatism & Sport 11. I'm Afraid of American's: Globalisation, Advertising and Cultural Resistance 12. Cursed or Carefree?: A Historical View of Menstrual Product Advertisements and Feminine Physical Activity 13. That's Me in the Mirror: Fitness & the Marketing of the Self 14. Staging identity through consumption: Exploring the social uses of sporting goods