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04829aam a2200361 i 4500 001 54B3756EC38A11E7B100357297128E48 003 SILO 005 20171107010627 008 170615t20172017enk b 001 0 eng d 010 $a 2017945763 020 $a 1137556722 020 $a 9781137556721 035 $a (OCoLC)985082682 040 $a BTCTA $b eng $e rda $c DLC $d NKM $d CSAIL $d IUL $d SILO 042 $a lccopycat 050 00 $a HQ1090 G434 2017 100 1 $a Gee, Sarah L., $d 1977- $e author. 245 10 $a Sport, promotional culture and the crisis of masculinity / $c Sarah Gee, Steven Jackson. 264 1 $a London, United Kingdom : $b Palgrave Macmillan, $c [2017] 300 $a xxi, 286 pages ; $c 22 cm. 490 1 $a Global culture and sport 504 $a Includes bibliographical references and index. 505 00 $g 9. $t References. $t Sport as the Final Frontier of Masculinity -- $t Masculinity, Media and Promotional Culture -- $t Aim of the Book -- $t Significance -- $t Caveats -- $t Overview of the Book -- $t References -- $g 2. $t Contextualising Masculinity: Between and Beyond Hegemonic, Flexible and Inclusive Masculinity -- $t Introduction -- $t Masculinity as Identity -- $t Conceptual Assumptions About Masculinity -- $t Masculinity and the Gender Order -- $t Hegemonic Masculinity -- $t Alternative Theories/Conceptualisations of Masculinity -- $t Inclusive Masculinity -- $t Flexible Masculinity -- $t Pastiche Hegemony -- $t Summary -- $t References -- $g 3. $t Screening Masculinity: Crisis, Promotional Culture, Consumption and Sport -- $t Introduction -- $t The Concept and Politics of Crisis -- $t Historical Crises of Masculinity -- $t Contemporary Crisis of Masculinity -- $t Sport, Media and Promotional Culture -- $t The Economic and Cultural Value of Sport to Advertising -- $t Advertising, Consumer Culture and the Crisis of Masculinity -- $t Summary -- $t References -- $g 4. $t Flexible Masculinity and Consumer Citizenship in a Global World: David Beckham as Sport Celebrity, Iconic Brand and Corporate Sponsors' Dream -- $t Introduction -- $t The Media, Masculinity and the Significance of Beckham's Iconic Status -- $t Beckham's Representation of Dominant Male Stereotypes -- $t Pepsi's `OK Corral' Advertisement -- $t Pepsi's `Foot Battle' Advertisement -- $t Beckham's Representation of Alternative Masculinity -- $t `Instinct' -- $t `Emporio Armani Underwear' -- $t Conceptualising Flexible Masculinity -- $t Bending the Codes of Masculinity like Beckham -- $t Flexible Masculinity and the Crisis of Masculinity -- $t Summary -- $t References -- $g 5. $t Globalisation, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship -- $t Introduction -- $t Globalisation and Corporate Nationalism -- $t The Holy Trinity: Sport, Beer and Sex -- $t Molson Beer Advertisements: Manuals on Masculinity for Canadian Males -- $t Molson's "The Rant" Campaign -- $t Molson's "The Code" Campaign -- $t Advertising and Cultural Intermediaries -- $t Summary -- $t References -- $g 6. $t Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight's Southern Man Advertising Campaign -- $t Introduction -- $t The Kiwi Bloke, the Crisis of Masculinity and Beer Advertising -- $t Speight's and New Zealand Sports Culture -- $t Speight's `Nightmare' Advertisement -- $t Speight's `Progress' Advertisement -- $t Nostalgia, Beer and the Crisis of Masculinity -- $t Summary -- $t References -- $g 7. $t The Promotional Culture of Hockey Masculinity: The NHL "Inside the Warrior" Campaign -- $t Introduction -- $t Hegemonic Masculinity, Sport and the Mythical Modern Warrior Hero -- $t The Context of the Lockout Season and a New NHL -- $t Conductor's Development of a Warrior Theme -- $t Production of "Inside the Warrior" and Promotional Strategies -- $t `It's Time' -- $t Myth, Hockey and the Crisis of Masculinity -- $t Summary -- $t References -- $g 8. $t Once Were Warriors: Haka, Promotional Culture and Maori Masculinity Past, Present and Future -- $t Introduction -- $t Indigenous Culture, Postcolonialism, the Gender Order and Hegemonic Masculinity -- $t The Haka: Meaning, Politics and Maori Masculinity -- $t The Ka Mate haka -- $t The Kapa o Pango Haka -- $t Maori Masculinity and the Gender Order Between the Colonial and Postcolonial -- $t Summary -- $t References -- $t Further Reading -- $g 9. $t Policing the Crisis of Masculinity in a Global and Digital Era -- $t Chapter 1 -- $t Chapter 2 -- $t Chapter 3 -- $t Chapter 4 -- $t Chapter 5 -- $t Chapter 6 -- $t Chapter 7 -- $t Chapter 8 -- $t Concluding Thoughts -- $t References. 650 0 $a Masculinity in advertising. 650 0 $a Men in advertising. 650 0 $a Male athletes. 650 0 $a Masculinity. 700 1 $a Jackson, Steven J., $d 1958- $e author. 830 0 $a Global culture and sport. 941 $a 1 952 $l USUX851 $d 20180104061916.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=54B3756EC38A11E7B100357297128E48 994 $a C0 $b IWAInitiate Another SILO Locator Search