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Sport, Beer, and Gender Promotional Culture and Contemporary Social Life

ISBN-10: 1433100762

ISBN-13: 9781433100765

Edition: 2009

Authors: Lawrence A. Wenner, Steven J. Jackson

List price: $39.95
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Description:

Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life brings together a group of esteemed international scholars to focus on the important, complex, and mutually reinforcing relationships between sport, beer, and gender in fashioning promotional strategies and shaping global cultures of consumption. Collectively, the book examines a well-known social constellation that has received little specific scholarly attention although it sits at the axis of many lines of expanding inquiry in sport studies, media studies, gender studies, cultural studies, consumer studies, and the study of alcohol and substance abuse. The essays gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of commodification including: (1) institutions and production, (2) texts and representation, and (3) consumption and reception; they explore how it moves from concept to reality, from the private to the public realm, and ultimately its effects on contemporary gendered identity.
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Book details

List price: $39.95
Copyright year: 2009
Publisher: Peter Lang AG International Academic Publishers
Publication date: 11/6/2008
Binding: Paperback
Pages: 317
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 0.990
Language: English

Steven J. Jackson (Ph.D., University of Illinois) is Professor in the School of Physical Education at the University of Otago, New Zealand. He is President of the International Sociology of Sport Association (ISSA) and his books include: Sport, Culture and Advertising, Sport Stars and Sport and Cultural Diversity in a Globalising World. His research focuses on globalization, national identity, and media.