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Sports Culture and Advertising Identities Commodities
and the Politics of Representation Steven Jackson Digital
Instant Download
Author(s): Steven Jackson
ISBN(s): 9780415339926, 0415339928
Edition: New Ed
File Details: PDF, 1.37 MB
Year: 2004
Language: english
Sport, Culture and Advertising

Advertising is now widely studied yet despite the range of topics explored and
positions adopted by cultural theorists, relationships between sport and advert-
ising have been largely overlooked.
Given sport’s global popularity and prevalence across the spectrum of cul-
tural and commercial life, it is not surprising that scholars have begun to recog-
nize advertising as an important site for the analysis of power relations, cultural
politics and cultural representation in sport and recreation.
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.

Steven J. Jackson is Associate Professor in the School of Physical Education,

University of Otago, New Zealand. He is General Secretary for the Inter-
national Sociology of Sport Association (ISSA). David L. Andrews is Associ-
ate Professor in Sport, Commerce and Culture, and is also affiliated to the
Department of American Studies, at the University of Maryland, USA. He is
Assistant Editor of the Journal of Sport and Social Issues.
Sport, Culture and
Advertising
Identities, commodities and the politics of
representation

Edited by Steven J. Jackson and

David L. Andrews
First published 2005
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Simultaneously published in the USA and Canada
by Taylor & Francis Inc
270 Madison Ave, New York, NY 10016
Routledge is an imprint of the Taylor & Francis Group
This edition published in the Taylor & Francis e-Library, 2005.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s
collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.”

© 2005 Steven J. Jackson and David L. Andrews

All rights reserved. No part of this book may be reprinted or reproduced
or utilized in any form or by any electronic, mechanical, or other means,
now known or hereafter invented, including photocopying and recording,
or in any information storage or retrieval system, without permission in
writing from the publishers.
Every effort has been made to ensure that the advice and information in
this book is true and accurate at the time of going to press. However,
neither the publisher nor the authors can accept any legal responsibility
or liability for any errors or omissions that may be made. In the case of
drug administration, any medical procedure or the use of technical
equipment mentioned within this book, you are strongly advised to
consult the manufacturer’s guidelines.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
A catalog record for this book has been requested

ISBN 0-203-46200-9 Master e-book ISBN

ISBN 0-203-68017-0 (Adobe eReader Format)

ISBN 0–415–33991–x (hbk)
ISBN 0–415–33992–8 (pbk)
Contents

Notes on contributors vii

Preface x
Acknowledgements xii

Introduction: the contemporary landscape of sport

advertising 1
STEVEN J. JACKSON, DAVID L. ANDREWS AND
JAY SCHERER

1 Model behavior? Sporting feminism and consumer

culture 24
MARY G. McDONALD

2 “Knowing” the hero: the female athlete and myth at

work in Nike advertising 39
DEBRA A. CAPON AND MICHELLE T. HELSTEIN

3 Women’s sports in Nike’s America: body politics and

the corporo-empowerment of “everyday athletes” 59
MICHAEL D. GIARDINA AND JENNIFER L. METZ

4 Enlightened racism and celebrity feminism in

contemporary sports advertising discourse 81
JIM McKAY

5 Race, representation, and the promotional culture of

the NBA: the Canadian case 100
BRIAN WILSON
vi Contents
6 Sport, sexuality and representation in advertising:
the political economy of the pink dollar 119
ROBYN JONES AND ROGER LEBLANC

7 Fitting images: advertising, sport and disability 136

MARGARET DUNCAN AND ALAN AYCOCK

8 Close encounters of another kind: nationalism, media

representations and advertising in New Zealand rugby 154
NICK PERRY

9 Global gaming: cultural Toyotism, transnational

corporatism and sport 172
DAVID L. ANDREWS AND MICHAEL SILK

10 “I’m afraid of Americans”? New Zealand’s cultural

resistance to violence in “globally” produced sports
advertising 192
ANDREW GRAINGER AND STEVEN JACKSON

11 Cursed or carefree? Menstrual product advertising and

the sportswoman 213
ANNEMARIE JUTEL

12 Generational marketing: fitness, health and lifestyle

formations 227
JEREMY W. HOWELL

13 Staging identity through consumption: exploring the

social uses of sporting goods 241
FABIEN OHL

Notes 263
Index 269
Contributors

David L. Andrews is an Associate Professor in the Sport Commerce and Culture

Program, Department of Kinesiology, and an Affiliate Faculty in the Depart-
ment of American Studies, at the University of Maryland, College Park. His
research and teaching focuses on the critical examination of contemporary
sport culture. He has been a guest editor of the Sociology of Sport Journal, and
is currently Assistant Editor of the Journal of Sport and Social Issues.
Alan Aycock is currently on staff at the University of Wisconsin-Milwaukee.
He previously held positions as Professor and Chair of Sociology at Cardinal
Stritch University and The University of Lethbridge. He has published many
articles on play, particularly postmodern analyses of chess using the work of
Bourdieu, Baudrillard, Foucault and Derrida. His current research interests
include online cultures, advertising as a sociocultural phenomenon, and the
sociology of dis/ability.
Debra A. Capon co-authored this chapter while completing her MA at the
University of Alberta. Her thesis looked at the hero, representation, media
and fans. Since graduating, Debra has worked in community development
with ‘youth at risk’. She can currently be spotted in Edmonton playing
hockey to her heart’s content.
Margaret Duncan is a Professor in the Department of Human Movement
Studies at the University of Wisconsin-Milwaukee. Her research interests
include media representations of female athletes and women’s sport. Cur-
rently, she is studying the intersections of race, class and gender, and how
they shape one’s experience of one’s body. She is a former president of the
North American Society for the Sociology of Sport (NASSS) and a Fellow
of the American Academy of Kinesiology and Physical Education (AAKPE).
Michael D. Giardina is a doctoral candidate in the Department of Kinesiology
and The Program for Cultural Studies and Interpretive Research at the Uni-
versity of Illinois, Urbana-Champaign. He has published on a variety of
topics related to sport, culture and national identity. With David L.
Andrews, he is currently editing a forthcoming Special Issue of the journal
Cultural Studies⬍⫽⬎Critical Methodologies on ‘Sport and Cultural Studies’.
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Introduction 1: Case studies and real-world applications

Learning Objective 1: Study tips and learning strategies
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 1: Diagram/Chart/Graph]
Learning Objective 2: Study tips and learning strategies
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 3: Literature review and discussion
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 4: Comparative analysis and synthesis
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 5: Interdisciplinary approaches
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 5: Research findings and conclusions
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 6: Literature review and discussion
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 7: Diagram/Chart/Graph]
Remember: Fundamental concepts and principles
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 8: Diagram/Chart/Graph]
Key Concept: Fundamental concepts and principles
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 9: Historical development and evolution
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 10: Diagram/Chart/Graph]
Methodology 2: Comparative analysis and synthesis
Definition: Study tips and learning strategies
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 11: Diagram/Chart/Graph]
Practice Problem 11: Historical development and evolution
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 12: Diagram/Chart/Graph]
Remember: Case studies and real-world applications
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Key terms and definitions
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 14: Fundamental concepts and principles
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Research findings and conclusions
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Current trends and future directions
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Example 17: Interdisciplinary approaches
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 18: Problem-solving strategies and techniques
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Fundamental concepts and principles
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
[Figure 20: Diagram/Chart/Graph]
Background 3: Problem-solving strategies and techniques
Example 20: Critical analysis and evaluation
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Practical applications and examples
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Practical applications and examples
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Ethical considerations and implications
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Historical development and evolution
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 25: Key terms and definitions
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Statistical analysis and interpretation
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 27: Diagram/Chart/Graph]
Key Concept: Best practices and recommendations
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 28: Literature review and discussion
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 29: Fundamental concepts and principles
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 30: Diagram/Chart/Graph]
Practice 4: Problem-solving strategies and techniques
Definition: Research findings and conclusions
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 31: Comparative analysis and synthesis
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Problem-solving strategies and techniques
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Research findings and conclusions
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Theoretical framework and methodology
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Best practices and recommendations
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 36: Diagram/Chart/Graph]
Note: Practical applications and examples
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Practical applications and examples
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 38: Diagram/Chart/Graph]
Important: Best practices and recommendations
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Key terms and definitions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Results 5: Best practices and recommendations
Important: Case studies and real-world applications
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Case studies and real-world applications
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Comparative analysis and synthesis
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 43: Diagram/Chart/Graph]
Important: Theoretical framework and methodology
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Experimental procedures and results
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 45: Learning outcomes and objectives
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 46: Case studies and real-world applications
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 47: Case studies and real-world applications
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Case studies and real-world applications
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Statistical analysis and interpretation
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 50: Diagram/Chart/Graph]
Lesson 6: Current trends and future directions
Important: Research findings and conclusions
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Learning outcomes and objectives
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Experimental procedures and results
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Assessment criteria and rubrics
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Theoretical framework and methodology
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Key Concept: Ethical considerations and implications
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 56: Diagram/Chart/Graph]
Definition: Critical analysis and evaluation
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Literature review and discussion
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Comparative analysis and synthesis
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Remember: Current trends and future directions
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Lesson 7: Learning outcomes and objectives
Remember: Fundamental concepts and principles
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Remember: Statistical analysis and interpretation
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Theoretical framework and methodology
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Case studies and real-world applications
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Assessment criteria and rubrics
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Ethical considerations and implications
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Problem-solving strategies and techniques
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Current trends and future directions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 68: Diagram/Chart/Graph]
Example 68: Critical analysis and evaluation
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Literature review and discussion
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Part 8: Historical development and evolution
Example 70: Problem-solving strategies and techniques
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
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