Nike Culture: The Sign of the Swoosh / Edition 1

Nike Culture: The Sign of the Swoosh / Edition 1

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SAGE Publications
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Nike Culture: The Sign of the Swoosh / Edition 1

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.

Product Details

ISBN-13: 9780761961482
Publisher: SAGE Publications
Publication date: 02/13/1999
Series: Cultural Icons Series
Pages: 208
Product dimensions: 7.87(w) x 9.45(h) x (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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