| Description |
xii, 317 pages ; 23 cm |
| Series |
Popular culture & everyday life, 1529-2428 ; v. 17 |
|
Popular culture & everyday life ; v. 17
|
| Contents |
Sport, beer, and gender in promotional culture : on the dynamics of a holy trinity / Lawrence A. Wenner and Steven J. Jackson -- Domesticating the brew : gender and sport in postwar magazine advertising for beer / James R. Walker, Nelson Hathcock, and Robert V. Bellamy -- Beer sponsors football : what could go wrong? / John Horne and Garry Whannel -- Youth, sports, and the culture of beer drinking : global alcohol sponsorship of sports and cultural events in Latin America / Shannon Jette ... [et al.] -- (Michael) power, gendered subjectivities, and filmic representations : brand strategy and Guinness' critical assignment in Africa / John Amis, Ronald L. Mower, and Michael L. Silk -- Brewing consumption : sports dirt, mythic masculinity, and the ethos of beer commercials / Lawrence A. Wenner -- On the lite side? : Miller Lite's men of the square table, man laws, and the making of masculinity / Lindsey J. Meân -- Lads, larrikins and mates : hegemonic masculinities in Australian beer advertisements / Jim McKay, Michael Emmison, and Janine Mikosza -- Producing and consuming masculinity : New Zealand's (Speight's) "southern man" / Steven J. Jackson, Sarah Gee, and Jay Scherer -- Lubrication and domination : beer, sport, masculinity, and the Australian gender order / David Rowe and Callum Gilmour -- The "grog squad" : an ethnography of beer consumption at Australian rules football / Catherine Palmer -- "I laughed until I hurt" : negative humor in Super Bowl ads / Margaret Carlisle Duncan and Alan Aycock -- Promotion and prevention of drinking in U.S. college sports / Charles Atkin and Walter Gantz -- Consuming sport, consuming beer : sport fans, scene, and everyday life / Garry Crawford |
| Summary |
"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."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Sports -- Marketing.
|
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Beer -- Marketing.
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Sports spectators -- Alcohol use.
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Gender identity.
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Masculinity.
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| Author |
Wenner, Lawrence A.
|
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Jackson, Steven J., 1958-
|
| LC no. |
2008036472 |
| ISBN |
9781433100765 (paperback: alk. paper) |
|
9781433104886 (hardcover : alk. paper) |
|
