Nike Culture

Klappentext This book is one of the first to take an in-depth look at how an advertising image works. It situates the Nike swoosh logo in terms of political economy, sociology, culture and semiotics. Nike Culture describes and deconstructs the themes and structures of Nike's advertising, outlines the contradictions between image and practice, and explores the logic of the sign economy. In addition, by focusing on issues revolving around representations of race, class and gender, the desire for both community and recognition, and the construction of sport as a spiritual enterprise, the book offers insights into the cultural contradictions embedded in sports culture. Zusammenfassung Taking the Nike swoosh logo as a point of departure! this study examines how an advertising image works! exposing the psychology! sociology! and culture behind it. The authors describe and deconstruct the themes and structures of Nike advertising! and explore the logic of the sign economy. Inhaltsverzeichnis Suddenly the Swoosh Is Everywhere Just Metacommunicate It Nike and the Construction of a Celebrity Democracy Reflexivity and Irreverence Alienation, Hope and Transcendence Determinism or Determination? Transcending Difference? Representing Women in Nike¿s World There Are Many Paths to Heaven "Just Do It," but Not on "My Planet"

Product details

• Authors: Robert Goldman, Stephen Papson
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 22.12.1998
• EAN: 9780761961499
• ISBN: 978-0-7619-6149-9
• No. of pages: 208
• Dimensions: 200 mm x 242 mm x 14 mm
• Series: Core Cultural Icons; Cultural Icons Series; Cultural Icons series; Core Cultural Icons; Cultural Icons
• Subjects: Education and learning > Teaching preparation > Vocational needs; Social sciences, law, business > Sociology > Sociological theories; SOCIAL SCIENCE / Sociology / General, Business / Economics / Finance