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Sport studies is becoming an increasingly popular discipline, but
the most effective research methods used to investigate the
multi-faceted nature of the empirical sporting world have yet to be
identified. This book makes a timely and relevant contribution to a
broader methodological project as the first systematic examination
and explication of qualitative research methods within sports
studies. Bringing together leading experts in the field,
Qualitative Methods in Sports Studies assesses a variety of
approaches, ranging from social historical, media text, and
personal narrative to ethnographic and interview-based qualitative
research methodologies. Drawing on the diversity of sport studies
literature, contributors outline the major issues and strategies
associated with each method and highlight best practice exemplars
to follow. What are the future opportunities and avenues for
further investigation within sports studies research? What are the
true assets of qualitative data collection and analysis? Answering
these and countless other questions that are critical for the
future of the discipline, this practical research guide is an
essential reference tool for students and scholar
The world of sport is saturated with the signs and images of
transnational corporations. But what effect does the relationship
between sport and transnational corporate capitalism have on
national cultural identities?From baseball in Japan to the growth
of womens soccer in the US, from the corporate use of sport after
September 11th to the FA Cup and the NBA, sporting events and their
corporate partners can have a profound impact on collective
imaginations at both transnational and local levels. Sport and
Corporate Nationalisms explores the localized logics and practices
underlying the marketing initiatives of major conglomerates and
their increasing influence on the shaping and experiencing of
national cultures. Corporations depend on sport as a vital
marketing vehicle for inserting their interests into the lives of
local consumers. This book puts forth convincing arguments that
relate the role of sport-marketing complexes to national cultural
markets in a global age.Sport and Corporate Nationalisms provides a
much-needed analysis of the growing evolution of marketing
strategies in the world of sport.
The world of sport is saturated with the signs and images of
transnational corporations. But what effect does the relationship
between sport and transnational corporate capitalism have on
national cultural identities?From baseball in Japan to the growth
of womens soccer in the US, from the corporate use of sport after
September 11th to the FA Cup and the NBA, sporting events and their
corporate partners can have a profound impact on collective
imaginations at both transnational and local levels. Sport and
Corporate Nationalisms explores the localized logics and practices
underlying the marketing initiatives of major conglomerates and
their increasing influence on the shaping and experiencing of
national cultures. Corporations depend on sport as a vital
marketing vehicle for inserting their interests into the lives of
local consumers. This book puts forth convincing arguments that
relate the role of sport-marketing complexes to national cultural
markets in a global age.Sport and Corporate Nationalisms provides a
much-needed analysis of the growing evolution of marketing
strategies in the world of sport.
How neoliberal politics appropriates sports for its own ends
Sport studies is becoming an increasingly popular discipline, but
the most effective research methods used to investigate the
multi-faceted nature of the empirical sporting world have yet to be
identified. This book makes a timely and relevant contribution to a
broader methodological project as the first systematic examination
and explication of qualitative research methods within sports
studies. Bringing together leading experts in the field,
Qualitative Methods in Sports Studies assesses a variety of
approaches, ranging from social historical, media text, and
personal narrative to ethnographic and interview-based qualitative
research methodologies. Drawing on the diversity of sport studies
literature, contributors outline the major issues and strategies
associated with each method and highlight best practice exemplars
to follow. What are the future opportunities and avenues for
further investigation within sports studies research? What are the
true assets of qualitative data collection and analysis? Answering
these and countless other questions that are critical for the
future of the discipline, this practical research guide is an
essential reference tool for students and scholar
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