Description - Sport Culture and Society by Grant Jarvie
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.
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