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  Nike Culture: The Sign of the Swoosh (Core Cultural Icons) (Paperback) By (author) Robert Goldman, By (author) Stephen Papson

  

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  Short Description for Nike Cultureundefined
  Full description

  • Publisher: Sage Publications Ltd
  • Published: 13 February 1999
  • Format: Paperback 208 pages
  • See: Full bibliographic data
  • Categories: Cultural Studies | Sociology & Anthropology | Sociology | Social & Cultural Anthropology | Advertising | Advertising Industry
  • ISBN 13: 9780761961499 ISBN 10: 0761961496
  • Sales rank: 417,556

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Full description for Nike Culture

• 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.