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Nike culture - Robert Goldman
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Title
Nike culture - the sign of the swoosh
Nike culture - the sign of the swoosh
Author
Robert Goldman
Robert Goldman
format
Paperback / softback
Paperback / softback
Publisher
SAGE Publications
SAGE Publications
Language
English
English
UK Publication Date
19981222
19981222
Description
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 Nikes 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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