Compartir
Globalization, Sport and Corporate Nationalism: The New Cultural Economy of the New Zealand All Blacks (en Inglés)
Steve Jackson
(Autor)
·
Jay Scherer
(Autor)
·
Peter Lang Ltd, International Academic Publis
· Tapa Blanda
Globalization, Sport and Corporate Nationalism: The New Cultural Economy of the New Zealand All Blacks (en Inglés) - Jackson, Steve ; Scherer, Jay
$ 95.405
$ 119.256
Ahorras: $ 23.851
Elige la lista en la que quieres agregar tu producto o crea una nueva lista
✓ Producto agregado correctamente a la lista de deseos.
Ir a Mis Listas
Origen: Reino Unido
(Costos de importación incluídos en el precio)
Se enviará desde nuestra bodega entre el
Miércoles 24 de Julio y el
Viernes 02 de Agosto.
Lo recibirás en cualquier lugar de Argentina entre 1 y 3 días hábiles luego del envío.
Reseña del libro "Globalization, Sport and Corporate Nationalism: The New Cultural Economy of the New Zealand All Blacks (en Inglés)"
Although New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand's iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union's lucrative and ongoing corporate partnerships with Rupert Murdoch's News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas's evolving local and global advertising campaigns.
