Ebook > Social Sciences > General > Robert Goldman & Stephen Papson: Nike Culture (PDF)

Robert Goldman & Stephen Papson
Nike Culture
The Sign of the Swoosh

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Cover of Robert Goldman & Stephen Papson: Nike Culture (PDF)

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.

€89.99

Table of Content

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’

Language English ● Format PDF ● Pages 208 ● ISBN 9781848608924 ● File size 14.3 MB ● Publisher SAGE Publications ● City London ● Country GB ● Published 1998 ● Edition 1 ● Downloadable 24 months ● Currency EUR ● ID 2424129 ● Copy protection Adobe DRM

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