This book captures the contested terrain of contemporary masculinity and explores a range of conceptualisations, with a specific focus on the role of the media and promotional culture within the context of sport. Asking whether sport is the final frontier of masculinity in society, the book focuses on how the production and representation of sport-related advertising and marketing contribute to the shifting and contested nature of masculinity and its alleged crisis. Drawing upon conceptual and empirical examples spanning across sport celebrity, professional sport leagues, beer advertising and indigenous cultures, the authors explore the links between sport, masculinity, promotional and consumer culture. Collectively, the chapters illustrate how advertising and promotional campaigns continue to circulate representations of particular forms of hegemonic masculinity while also accommodating new forms.
Sport, Promotional Culture and the Crisis of Masculinity will be of interest to students and scholars in the fields of sociology of sport, media studies, marketing, gender and masculinity studies.
- ISBN13 9781137556721
- Publish Date 14 August 2017
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Edition 1st ed. 2017
- Format Hardcover
- Pages 286
- Language English