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.
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