Hardback : $292.00
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.
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.
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"
`This book is likely to be useful for a range of undergraduate
courses, particularly related to sport or the media. It holds the
promise of illustrating some key aspects of social and cultural
theory in a familiar, even infamous, context: Nike′ - Sport,
Education and Society
"The book is likely to stimulate a wide range of classroom
discussions about the impact, both positive and negative, of
advertising in our society."
*Journalism & Mass Communication Quarterly*
"In ‘Nike Culture,’ part of the Sage ‘Core Cultural Icons’ series,
Robert Goldman and Stephen Papson provide a fascinating
deconstructive take on the television advertising strategies of
that most successful of sportswear brands, Nike. The book ‘Nike
Culture’ is packed fullof textual analysis. Paga after page is
saturated with the pursuit of discursive regimes as the authors
admirably struggle throughout complex praxes of Nike’s
intertextuality. This book’s drive, its strength, comes from the
identification of ‘the swoosh’ as the constant—that which can be
printed down of Nike’s complex and transforming advertising
approach."
*Sociological Research Online*
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