Nike Culture: The Sign of the Swoosh

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SAGE, Dec 28, 1998 - Social Science - 194 pages
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This book is one of the first to take an in-depth look at how an advertising image works. It situates the Nike swoosh logo in terms of political economy, sociology, culture and semiotics.

Nike Culture describes and deconstructs the themes and structures of Nike's advertising, outlines the contradictions between image and practice, and explores the logic of the sign economy. In addition, by focusing on issues revolving around representations of race, class and gender, the desire for both community and recognition, and the construction of sport as a spiritual enterprise, the book offers insights into the cultural contradictions embedded in sports culture.

  

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Contents

Suddenly the Swoosh is Everywhere
1
Just Metacommunicate It
24
Nike and the Construction of a Celebrity Democracy
46
Reflexivity and Irreverence
74
Transcending Difference? Representing Women in Nikes
118
There are Many Paths to Heaven
146
Just Do It but not on My Planet
169
Index
187
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About the author (1998)

Goldman is Professor of Sociology at Lewis and Clark College, Portland.

Papson is Professor of Sociology at St. Lawrence University.

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