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Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life

Steven J. Jackson

0/5 ( ratings)

Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life brings together a group of esteemed international scholars to focus on the important, complex, and mutually reinforcing relationships between sport, beer, and gender in fashioning promotional strategies and shaping global cultures of consumption. Collectively, the book examines a well-known social constellation that has received little specific scholarly attention although it sits at the axis of many lines of expanding inquiry in sport studies, media studies, gender studies, cultural studies, consumer studies, and the study of alcohol and substance abuse. The essays gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of commodification including: institutions and production, texts and representation, and consumption and reception; they explore how it moves from concept to reality, from the private to the public realm, and ultimately its effects on contemporary gendered identity.

Language: English

Pages: 317

Format: Paperback

Publisher: Peter Lang Inc., International Academic Publishers

Release: November 06, 2008

ISBN: 1433100762

ISBN 13: 9781433100765

Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life

Steven J. Jackson

0/5 ( ratings)

Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life brings together a group of esteemed international scholars to focus on the important, complex, and mutually reinforcing relationships between sport, beer, and gender in fashioning promotional strategies and shaping global cultures of consumption. Collectively, the book examines a well-known social constellation that has received little specific scholarly attention although it sits at the axis of many lines of expanding inquiry in sport studies, media studies, gender studies, cultural studies, consumer studies, and the study of alcohol and substance abuse. The essays gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of commodification including: institutions and production, texts and representation, and consumption and reception; they explore how it moves from concept to reality, from the private to the public realm, and ultimately its effects on contemporary gendered identity.

Language: English

Pages: 317

Format: Paperback

Publisher: Peter Lang Inc., International Academic Publishers

Release: November 06, 2008

ISBN: 1433100762

ISBN 13: 9781433100765

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