A01=Robert Goldman
A01=Stephen Papson
Author_Robert Goldman
Author_Stephen Papson
Category=JBCC
Category=JH
Category=KNT
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
New Media & Communication Technology
Social Theory
Product details
- ISBN 9780761961482
- Weight: 630g
- Publication Date: 29 Dec 1998
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Hardback
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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.
