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

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

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

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


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.


The idea for this book emerged out of our shared interest in the place of sport in late capitalism and its intersection with many other areas of contemporary social life. Our ongoing discussions with other scholars heightened our awareness that an increasing amount of research and teaching in the field was focusing on and/or being directed towards advertising.

As we developed our ideas for this edited collection it became very clear from the outset that we would struggle to satisfy everyone who we hoped would have an interest in the book. Since this is one of the first books to focus on sport, culture and advertising we were aware of the diverse range of expectations. As such a few qualifications are in order.

Those hoping to use the book for teaching purposes will no doubt wish that we had produced a book that more closely resembled a primer which provided a more structured text with examples, guiding questions and useful resources. However, it was not our explicit intention to fulfil this particular need in this anthology. Still, we certainly hope that students and scholars will be able to draw upon the theories, methods and themes used by our contributors in order to support and enhance their pedagogical pursuits.

Scholars who locate themselves and their work with the area of critical textual or contextual analysis will likely find this book quite useful. Our main thrust has deliberately focused on advertising as texts and sites of communication and identity politics. Researchers who are more focused on aspects of political economy and production, or on audience research, may find that our contributions are limited in these areas. However, where possible most authors have made reference or inference to aspects of production, representation, consumption and regulation, but understandably to different degrees and depths.

To be direct, this book is not intended to be a definitive analysis of contemporary sport advertising. Nor is it focused solely on the political economy of the sport-media-advertising complex. As such those from a sport marketing or sport management background seeking a formulaic text of case studies may find this text less user friendly. Having said that we believe that scholars and practitioners in the aforementioned fields could gain some valuable insights by stepping outside the box and considering a much more critical view

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