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Sport Culture and Society

By Grant Jarvie

Paperback, 432 pages
Published In: 2006
Stirling University, UK

New condition

How are identities constructed through sport advertising? What makes sport such an appealing global commodity? Advertising is now widely studied, yet despite the range of theoretical and methodological positions adopted and the wide range of advertising-related issues and topics covered by cultural studies, relationships between sport and advertising have been largely overlooked. Given sport's global popularity and prevalence across the spectrum of cultural and commercial life, it is not surprising that scholars have begun to recognise advertising as an important site for the analysis of power relations, cultural politics and cultural representation in sport and social life. Sport, Culture and Advertising presents a first step toward 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.


Table of Contents
Introduction Part 1: The Broader Context 1. Sport, Theory and the Problem of Values 2. Sport, History and Social Change 3. Sport, Politics and Culture Part 2: Sport, Globalization and Other Communities 4. Sport and Globalization 5. Internationalism, Reconciliation and Sport in the Making of Nations 6. Sport, Media and Television 7. Sport, Law and Governance - is Sport above the Law? 8. Other Sporting Communities Part 3: Sport, Identities and Alternative Lifestyles 9. Sport, Violence and Crime 10. Sport, Body and Society 11. Sport and the Environment 12. Sport and Religion 13. Sport, Lifestyles and Alternative Cultures 14. Sport, Identities and Recognition Part 4: Sport, Social Division and Change 15. Sport and Social Divisions 16. Sport, Community and Social Capital 17. Sport and Social Change 18. Sport, Human Rights and Poverty. Conclusion
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