Nike Culture: The Sign of the Swoosh / Edition 1

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Overview

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.

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Editorial Reviews

Sociological Research Online
"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."
Journalism & Mass Communication Quarterly
"The book is likely to stimulate a wide range of classroom discussions about the impact, both positive and negative, of advertising in our society."
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Product Details

  • ISBN-13: 9780761961499
  • Publisher: Sage Publications (CA)
  • Publication date: 2/1/1999
  • Series: Social Theory Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 208
  • Sales rank: 1,277,557
  • Product dimensions: 7.88 (w) x 9.60 (h) x 0.49 (d)

Table of Contents

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 "

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 22, 2006

    An excellent window into the Culture-War.

    Must-read. It is (or should be) required reading for all Sociology majors, if not college students in general. Now all I need is the MTV version.

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