Sport, Culture and Advertising: Identities, Commodities and the Politics of Representation

By Steven J. Jackson; David L. Andrews | Go to book overview

Sport, Culture and Advertising

Identities, commodities and the politics of representation

Edited by Steven J. Jackson and

David L. Andrews

LONDON AND NEW YORK

-iii-

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Sport, Culture and Advertising: Identities, Commodities and the Politics of Representation
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • Preface x
  • Acknowledgements xii
  • Introduction 1
  • 1 - Model Behavior? 24
  • 2 - “knowing” the Hero 39
  • 3 - Women's Sports in Nike's America 59
  • 4 - Enlightened Racism and Celebrity Feminism in Contemporary Sports Advertising Discourse 81
  • 5 - Race, Representation, and the Promotional Culture of the Nba 100
  • 6 - Sport Sexuality and Representation in Advertising 119
  • 7 - Fitting Images 136
  • 8 - Close Encounters of Another Kind 154
  • 9 - Global Gaming 172
  • 10 - “i'M Afraid of Americans”? 192
  • 11 - Cursed or Carefree? 213
  • 12 - Generational Marketing 227
  • 13 - Staging Identity Through Consumption 241
  • Notes 263
  • Index 269
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