Sport, promotional culture and the crisis of masculinity
Author(s)
Bibliographic Information
Sport, promotional culture and the crisis of masculinity
（Global culture and sport / series editors Stephen Wagg and David Andrews）
Palgrave Macmillan, c2017
Available at 4 libraries
Note
Includes bibliographical references and index
Description and Table of Contents
Description
This book captures the contested terrain of contemporary masculinity and explores a range of conceptualisations, with a specific focus on the role of the media and promotional culture within the context of sport. Asking whether sport is the final frontier of masculinity in society, the book focuses on how the production and representation of sport-related advertising and marketing contribute to the shifting and contested nature of masculinity and its alleged crisis. Drawing upon conceptual and empirical examples spanning across sport celebrity, professional sport leagues, beer advertising and indigenous cultures, the authors explore the links between sport, masculinity, promotional and consumer culture. Collectively, the chapters illustrate how advertising and promotional campaigns continue to circulate representations of particular forms of hegemonic masculinity while also accommodating new forms.
Sport, Promotional Culture and the Crisis of Masculinity will be of interest to students and scholars in the fields of sociology of sport, media studies, marketing, gender and masculinity studies.
Table of Contents
1. The Contemporary Crisis of Masculinity: Sport and the Final Frontier?.- 2. Contextualising Masculinity: Between and Beyond Hegemonic, Flexible and Inclusive Masculinity.- 3. Screening Masculinity: Crisis, Promotional Culture, Consumption and Sport.- 4. Flexible Masculinity and Consumer Citizenship in a Global World: David Beckham as Sport Celebrity, Iconic Brand and a Corporate Sponsor's Dream.- 5. Globalization, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship.- 6. Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight's Southern Man Advertising Campaign.- 7. The Promotional Culture of Hockey Masculinity: The NHL "Inside the Warrior" Campaign.- 8. Once Were Warriors: Haka, Promotional Culture and Maori Masculinity Past, Present and Future.- 9. Policing the Crisis of Masculinity in a Global and Digital Era.
by "Nielsen BookData"