9780761961482

Nike Culture : The Sign of the Swoosh

by
  • ISBN13:

    9780761961482

  • ISBN10:

    0761961488

  • Format: Hardcover
  • Copyright: 1999-02-13
  • Publisher: Sage Publications Ltd
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Summary

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.

Author Biography

Stephen Papson is Professor of Sociology at St Lawrence University.

Table of Contents

Preface vii
Acknowledgments xi
Suddenly the Swoosh is Everywhere
1(23)
Nike's Global Landscape
4(12)
Logomania
16(3)
The Great American Philosophy: ``Just Do It''
19(5)
Just Metacommunicate It
24(22)
Appropriation
26(7)
Tone of Voice: Metacommunication and Subtext
33(3)
Hailing Sports Cultures
36(4)
Advertising and the Knowing Wink
40(3)
Exposing Commercialism?
43(3)
Nike and the Construction of a Celebrity Democracy
46(28)
The Ambivalence of Hero Worship
47(10)
The Multiple Personalities of Nike
57(4)
The Community of Sport and Play
61(7)
Transcendence in the Human Community
68(6)
Reflexivity and Irreverence
74(20)
Constructing Irreverence and Sign Value
74(5)
The Absence of the Commodity
79(2)
Media-Referential Irreverence
81(3)
The Politics of Irreverence
84(2)
In Your Face Cynicism
86(2)
Irreverence Feeding Cynicism
88(2)
You Suck!
90(4)
Alienation, Hope and Transcendence: Determinism or Determination?
94(24)
Poverty, Hope, and Transcendence
94(3)
The ``Work'' Ethic: Cultural Capital Made the Old-Fashioned Way
97(3)
Appropriating African American Culture
100(3)
Hyperauthenticity and ``Street'' Vernacular
103(6)
The Shadows of Race and Class
109(4)
Signifiers of Alienation and Humanity
113(5)
Transcending Difference? Representing Women in Nike's World
118(28)
Gender Difference in Nike ads
120(2)
Reacting Against the Male Gaze
122(4)
Hailing a New Market in a Different Voice
126(14)
Constructing Female Celebrity Athletes
140(3)
The New Woman in the New Capitalist World Order
143(3)
There are Many Paths to Heaven
146(23)
Spitituality a la Carte
147(6)
Suffering to Win
153(8)
Re-Enchanting a Disenchanted World
161(8)
``Just Do It,'' but not on My Planet
169(18)
From Cultural Icon to Symbolic Capital
169(2)
The Image of Philosophy or the Philosophy of Image?
171(4)
Overswooshification
175(3)
Contested Discourses
178(5)
The Swoosh and its Contradictions
183(4)
Index 187

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