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Stephen Papson - Nike Culture: The Sign of the Swoosh (Cultural Icons series)

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    Nike Culture: The Sign of the Swoosh (Cultural Icons series)
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Nike Culture: The Sign of the Swoosh (Cultural Icons series): summary, description and annotation

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This book is one of the first to take an in-depth look at how an advertising image works. It situates the Nike swoosh logo in terms of political economy, sociology, culture and semiotics. Nike Culture describes and deconstructs the themes and structures of Nikes advertising, outlines the contradictions between image and practice, and explores the logic of the sign economy. In addition, by focusing on issues revolving around representations of race, class and gender, the desire for both community and recognition, and the construction of sport as a spiritual enterprise, the book offers insights into the cultural contradictions embedded in sports culture.

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Stephen Papson
Nike Culture: The Sign of the Swoosh (Cultural Icons series)

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title Nike Culture The Sign of the Swoosh Core Cultural Icons author - photo 1
title:Nike Culture : The Sign of the Swoosh Core Cultural Icons
author:Goldman, Robert.; Papson, Stephen.
publisher:Sage Publications, Inc.
isbn10 | asin:0761961496
print isbn13:9780761961499
ebook isbn13:9780585369501
language:English
subjectAdvertising--Social aspects--United States--Case studies, Nike (Firm) , Sports--United States--Marketing.
publication date:1998
lcc:HF5805.G65 1998eb
ddc:659.1/96887/0973
subject:Advertising--Social aspects--United States--Case studies, Nike (Firm) , Sports--United States--Marketing.
Page i
Nike Culture
Page ii
Core Cultural Icons
SERIES EDITOR: George Ritzer, Professor of Sociology, University of Maryland College Park
Core Cultural Icons aims to combine theoretical and practical analysis. The series, edited by the author of The McDonaldization of Society, George Ritzer, focuses on key icons in contemporary consumer culture and analyzes them using the latest cultural theories. In this way, the series seeks to further our understanding of contemporary culture and to make theoretical issues more accessible to students who complain that theory is often too forbidding or daunting. Core Cultural Icons offers a route map for understanding contemporary culture and the leading cultural theories of today.
Page iii
Nike Culture
The Sign of the Swoosh
Robert Goldman
and
Stephen Papson
Page iv Robert Goldman and Stephen Papson 1998 First published 1998 - photo 2
Page iv
Robert Goldman and Stephen Papson, 1998
First published 1998
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, transmitted or utilized in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission in writing from the Publishers.
Picture 3
SAGE Publications Ltd
6 Bonhill Street
London EC2A 4PU
SAGE Publications Inc
2455 Teller Road
Thousand Oaks, California 91320
SAGE Publications India Pvt Ltd
32 M-Block Market
Greater Kailash - I
New Delhi 110 048

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 0-7619-6148
0-7619-6149-6 (pb)
Library of Congress catalog record available
Typeset by The Bardwell Press, Oxford
Printed in Great Britain by The Cromwell Press, Trowbridge, Wiltshire
Page v
Contents
Preface
vii
Acknowledgment
xi
1. Suddenly the Swoosh is Everywhere
1
Picture 4
Nike's Global Landscape
4
Picture 5
Logomania
16
Picture 6
The Great American Philosophy: "Just Do It"
19
2. Just Metacommunicate It
24
Picture 7
Appropriation
26
Picture 8
Tone of Voice: Metacommunication and Subtext
33
Picture 9
Hailing Sports Cultures
36
Picture 10
Advertising and the Knowing Wink
40
Picture 11
Exposing Commercialism?
43
3. Nike and the Construction of a Celebrity Democracy
46
Picture 12
The Ambivalence of Hero Worship
47
Picture 13
The Multiple Personalities of Nike
57
Picture 14
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