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.

Provides a theoretical grounding for the contemporary crisis of masculinity Illustrates how advertising and promotional campaigns (in sport) circulate representations of hegemonic masculinity Conceptualizes sporting icon David Beckham as the embodiment of a form of flexible masculinity

Autorentext

Sarah Gee is a Senior Lecturer at Massey University, New Zealand. Her current research interests include the role of alcohol as part of the entertainment experience of major sports events and the complex and sophisticated links existing between alcohol promotion, sports sponsorship, gendered identities, and drinking cultures.

Steven Jackson is a Professor at the University of Otago, New Zealand. He is a former President of the International Sociology of Sport Association and specialises in the socio-cultural analysis of sport with a research focus on globalisation, national identity and the media.

Inhalt

1. The Contemporary Crisis of Masculinity: Sport and the Final Frontier?.- 2. Contextualising Masculinity: Between and Beyond Hegemonic, Flexible and Inclusive Masculinity.- 3. Screening Masculinity: Crisis, Promotional Culture, Consumption and Sport.- 4. Flexible Masculinity and Consumer Citizenship in a Global World: David Beckham as Sport Celebrity, Iconic Brand and a Corporate Sponsor's Dream.- 5. Globalization, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship.- 6. Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight's Southern Man Advertising Campaign.- 7. The Promotional Culture of Hockey Masculinity: The NHL Inside the Warrior Campaign.- 8. Once Were Warriors: Haka, Promotional Culture and Mori Masculinity Past, Present and Future.- 9. Policing the Crisis of Masculinity in a Global and Digital Era.