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Globalization, Sport and Corporate Nationalism
Jay SchererSteve Jackson
其他書名
The New Cultural Economy of the New Zealand All Blacks
出版Peter Lang, 2010
主題Art / Business AspectsBusiness & Economics / Marketing / GeneralLanguage Arts & Disciplines / Communication StudiesPolitical Science / Political Ideologies / Nationalism & PatriotismPolitical Science / GlobalizationPolitical Science / World / Australian & OceanianSocial Science / Sociology / GeneralSports & Recreation / GeneralSports & Recreation / RugbySports & Recreation / Cultural & Social Aspects
ISBN30391111409783039111145
URLhttp://books.google.com.hk/books?id=OJ9qOvAwdzgC&hl=&source=gbs_api
EBookSAMPLE
註釋Although New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand's iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union's lucrative and ongoing corporate partnerships with Rupert Murdoch's News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas's evolving local and global advertising campaigns.