Globalization, Sport and Corporate Nationalism - The New Cultural Economy of the New Zealand All Blacks
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| Verlag | Peter Lang Ltd. International Academic Publishers |
| Auflage | 2010 |
| Seiten | 272 |
| Format | 15,0 x 1,5 x 22,5 cm |
| Gewicht | 430 g |
| Artikeltyp | Englisches Buch |
| ISBN-10 | 3039111140 |
| EAN | 9783039111145 |
| Bestell-Nr | 03911114A |
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 t he 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.
Inhaltsverzeichnis:
Contents: Globalization - Corporate Nationalism - Sport - Advertising and Promotional Culture - New Zealand All Blacks - Adidas - Postcolonial - Neo-liberal.
Rezension:
"An interesting case study of the New Zealand All Blacks - the most iconic brand in all of world rugby. This is a decent account of how the increased commercialisation and open professionalisation of the national game has reshaped rugby in the country. It also tells a tale of how a small nation can play a significant role in the global sports arena." (John Harris, Times Higher Education)