9. References. Sport as the Final Frontier of Masculinity -- Masculinity, Media and Promotional Culture -- Aim of the Book -- Significance -- Caveats -- Overview of the Book -- References -- 2. Contextualising Masculinity: Between and Beyond Hegemonic, Flexible and Inclusive Masculinity -- Introduction -- Masculinity as Identity -- Conceptual Assumptions About Masculinity -- Masculinity and the Gender Order -- Hegemonic Masculinity -- Alternative Theories/Conceptualisations of Masculinity -- Inclusive Masculinity -- Flexible Masculinity -- Pastiche Hegemony -- Summary -- References -- 3. Screening Masculinity: Crisis, Promotional Culture, Consumption and Sport -- Introduction -- The Concept and Politics of Crisis -- Historical Crises of Masculinity -- Contemporary Crisis of Masculinity -- Sport, Media and Promotional Culture -- The Economic and Cultural Value of Sport to Advertising -- Advertising, Consumer Culture and the Crisis of Masculinity -- Summary -- References -- 4. Flexible Masculinity and Consumer Citizenship in a Global World: David Beckham as Sport Celebrity, Iconic Brand and Corporate Sponsors' Dream -- Introduction -- The Media, Masculinity and the Significance of Beckham's Iconic Status -- Beckham's Representation of Dominant Male Stereotypes -- Pepsi's `OK Corral' Advertisement -- Pepsi's `Foot Battle' Advertisement -- Beckham's Representation of Alternative Masculinity -- `Instinct' -- `Emporio Armani Underwear' -- Conceptualising Flexible Masculinity -- Bending the Codes of Masculinity like Beckham -- Flexible Masculinity and the Crisis of Masculinity -- Summary -- References -- 5. Globalisation, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship -- Introduction -- Globalisation and Corporate Nationalism -- The Holy Trinity: Sport, Beer and Sex -- Molson Beer Advertisements: Manuals on Masculinity for Canadian Males -- Molson's "The Rant" Campaign -- Molson's "The Code" Campaign -- Advertising and Cultural Intermediaries -- Summary -- References -- 6. Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight's Southern Man Advertising Campaign -- Introduction -- The Kiwi Bloke, the Crisis of Masculinity and Beer Advertising -- Speight's and New Zealand Sports Culture -- Speight's `Nightmare' Advertisement -- Speight's `Progress' Advertisement -- Nostalgia, Beer and the Crisis of Masculinity -- Summary -- References -- 7. The Promotional Culture of Hockey Masculinity: The NHL "Inside the Warrior" Campaign -- Introduction -- Hegemonic Masculinity, Sport and the Mythical Modern Warrior Hero -- The Context of the Lockout Season and a New NHL -- Conductor's Development of a Warrior Theme -- Production of "Inside the Warrior" and Promotional Strategies -- `It's Time' -- Myth, Hockey and the Crisis of Masculinity -- Summary -- References -- 8. Once Were Warriors: Haka, Promotional Culture and Maori Masculinity Past, Present and Future -- Introduction -- Indigenous Culture, Postcolonialism, the Gender Order and Hegemonic Masculinity -- The Haka: Meaning, Politics and Maori Masculinity -- The Ka Mate haka -- The Kapa o Pango Haka -- Maori Masculinity and the Gender Order Between the Colonial and Postcolonial -- Summary -- References -- Further Reading -- 9. Policing the Crisis of Masculinity in a Global and Digital Era -- Chapter 1 -- Chapter 2 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- Chapter 8 -- Concluding Thoughts -- References.
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