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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 EverywhereJust Metacommunicate ItNike and the Construction of a Celebrity DemocracyReflexivity and IrreverenceAlienation! Hope and Transcendence Determinism or Determination?Transcending Difference? Representing Women in Nike's WorldThere Are Many Paths to Heaven"Just Do It!" but Not on "My Planet"
List of contents
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"
Report
`This book is likely to be useful for a range of undergraduate courses, particularly related to sport or the media. It holds the promise of illustrating some key aspects of social and cultural theory in a familiar, even infamous, context: Nike' - Sport, Education and Society
