Online Public Access Catalogue (OPAC)
Library,Documentation and Information Science Division

“A research journal serves that narrow

borderland which separates the known from the unknown”

-P.C.Mahalanobis


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Nike culture [electronic resource] : the sign of the swoosh / Robert Goldman and Stephen Papson.

By: Contributor(s): Material type: TextTextSeries: Core cultural iconsPublication details: London ; Thousand Oaks, Calif. : Sage Publications, 1998.Description: 1 online resource (vi, 194 p.) : illISBN:
  • 9781848608924 (electronic bk.)
  • 1848608926 (electronic bk.)
  • 058536950X (electronic bk.)
  • 9780585369501 (electronic bk.)
Subject(s): Genre/Form: Additional physical formats: Print version:: Nike culture.DDC classification:
  • 659.1/96887/0973 22
LOC classification:
  • HF5805 .G65 1998eb
Other classification:
  • 85.40
  • ZX 6920
Online resources:
Contents:
Suddenly the Swoosh is Everywhere -- Nike's Global Landscape -- Logomania -- The Great American Philosophy: "Just Do It" -- Just Metacommunicate It -- Appropriation -- Tone of Voice: Metacommunication and Subtext -- Hailing Sports Cultures -- Advertising and the Knowing Wink -- Exposing Commercialism? -- Nike and the Construction of a Celebrity Democracy -- The Ambivalence of Hero Worship -- The Multiple Personalities of Nike -- The Community of Sport and Play -- Transcendence in the Human Community -- Reflexivity and Irreverence -- Constructing Irreverence and Sign Value -- The Absence of the Commodity -- Media-Referential Irreverence -- The Politics of Irreverence -- In Your Face Cynicism -- Irreverence Feeding Cynicism -- You Suck! -- Alienation, Hope and Transcendence: Determinism or Determination? -- Poverty, Hope, and Transcendence -- The "Work" Ethic: Cultural Capital Made the Old-Fashioned Way -- Appropriating African American Culture -- Hyperauthenticity and "Street" Vernacular -- The Shadows of Race and Class -- Signifiers of Alienation and Humanity -- Transcending Difference? Representing Women in Nike's World -- Gender Difference in Nike ads -- Reacting Against the Male Gaze -- Hailing a New Market in a Different Voice -- Constructing Female Celebrity Athletes -- The New Woman in the New Capitalist World Order -- There are Many Paths to Heaven -- Spitituality a la Carte -- Suffering to Win -- Re-Enchanting a Disenchanted World -- "Just Do It," but not on My Planet -- From Cultural Icon to Symbolic Capital.
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Description based on print version record.

Includes bibliographical references and index.

Suddenly the Swoosh is Everywhere -- Nike's Global Landscape -- Logomania -- The Great American Philosophy: "Just Do It" -- Just Metacommunicate It -- Appropriation -- Tone of Voice: Metacommunication and Subtext -- Hailing Sports Cultures -- Advertising and the Knowing Wink -- Exposing Commercialism? -- Nike and the Construction of a Celebrity Democracy -- The Ambivalence of Hero Worship -- The Multiple Personalities of Nike -- The Community of Sport and Play -- Transcendence in the Human Community -- Reflexivity and Irreverence -- Constructing Irreverence and Sign Value -- The Absence of the Commodity -- Media-Referential Irreverence -- The Politics of Irreverence -- In Your Face Cynicism -- Irreverence Feeding Cynicism -- You Suck! -- Alienation, Hope and Transcendence: Determinism or Determination? -- Poverty, Hope, and Transcendence -- The "Work" Ethic: Cultural Capital Made the Old-Fashioned Way -- Appropriating African American Culture -- Hyperauthenticity and "Street" Vernacular -- The Shadows of Race and Class -- Signifiers of Alienation and Humanity -- Transcending Difference? Representing Women in Nike's World -- Gender Difference in Nike ads -- Reacting Against the Male Gaze -- Hailing a New Market in a Different Voice -- Constructing Female Celebrity Athletes -- The New Woman in the New Capitalist World Order -- There are Many Paths to Heaven -- Spitituality a la Carte -- Suffering to Win -- Re-Enchanting a Disenchanted World -- "Just Do It," but not on My Planet -- From Cultural Icon to Symbolic Capital.

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