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


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

By: Goldman, Robert, 1949-Contributor(s): Papson, StephenMaterial type: TextTextSeries: Core cultural iconsPublication details: London ; Thousand Oaks, Calif. : Sage Publications, 1998Description: 1 online resource (vi, 194 p.) : illISBN: 9781848608924 (electronic bk.); 1848608926 (electronic bk.); 058536950X (electronic bk.); 9780585369501 (electronic bk.)Subject(s): Advertising -- Social aspects -- United States -- Case studies | Nike (Firm) | Sports -- United States -- Marketing | Advertising -- Social aspects | Advertising -- Psychological aspects | Advertising campaigns -- Social aspects | Advertising campaigns -- Psychological aspects | Nike (Firme) | Publicit�e -- Aspect social -- �Etats-Unis -- Cas, �Etudes de | Sports -- �Etats-Unis -- Marketing | BUSINESS & ECONOMICS -- Advertising & Promotion | Reclame | Culturele invloeden | Nike (company) | Nike (Firma) | Fernsehsendung | Kultur | WerbesendungGenre/Form: Electronic books.Additional physical formats: Print version:: Nike culture.DDC classification: 659.1/96887/0973 LOC classification: HF5805 | .G65 1998ebOther classification: 85.40 | ZX 6920 Online resources: EBSCOhost
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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