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

by Steve Jackson

2021-01-04 22:02:20

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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 fashion... Read more
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: (1) institutions and production, (2) texts and representation, and (3) 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. Less

Book Details

File size9.06 X 6.3 X 0.68 in
PublisherPeter Lang Inc., International Academic Publishers
Publication date November 6, 2008
LanguageEnglish
ISBN9781433100765
autor-image
Steve Jackson
Author
Burl Barer is an Edgar Award winning author and two-time Anthony Award nominee with extensive media, advertising, marketing, and public relations experience. Barer's career has been highlighted in The...

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