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 Nike's 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.
- ISBN10 661255942X
- ISBN13 9786612559426
- Publish Date 28 December 1998 (first published 1 January 1998)
- Publish Status Active
- Out of Print 11 September 2012
- Publish Country US
- Imprint Sage Publications (CA)
- Format eBook
- Pages 207
- Language English