Nike Culture
eBook - PDF

Nike Culture

The Sign of the Swoosh

  1. 208 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Nike Culture

The Sign of the Swoosh

About this book

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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Yes, you can access Nike Culture by Robert Goldman,Stephen Papson in PDF and/or ePUB format, as well as other popular books in Social Sciences & Sociology. We have over one million books available in our catalogue for you to explore.
8 
Nike 
Culture 
THE 
COMMODITY 
CIRCUITRY 
OF 
THE 
HIKE 
SHOE 
Conceptualizing 
the 
Shoe 
Nike 
Inc., 
Bea,"erton
, 
Oregon 
Marketing 
(stimulates 
and 
monitors 
markets) 
Development 
("erse
es 
prodcti
on) 
designs. 
quotas 
Manufacturing 
Subcontractors 
Taiwanese, 
Korean 
(bring 
together, 
material, 
design 
and 
worke
rs) 
orde
rs 
Assembly 
factories 
Raw 
materials 
high 
end 
Taiwanese 
Korean 
low 
end 
Chinese 
Indo
nesia
n 
Vietnamese 
sales 
kits 
strategies 
feedback 
about 
products 
and 
representa
tion 
feedback 
Trading 
Companies 
NIAC, 
Japnes
e 
(handles 
tariffs 
and 
customs, 
transportation) 
Creating 
Markets 
Advertising 
Wiedel
l 
& 
Kel
l
l
ledy, 
Portland, 
Oregon 
Audience 
Athletes 
Buyers 
exchange 
Nike 
Sales 
(products) 
\ 
samples 
futures 
(orders) 
Distribution 
NIKETOW
Ns, 
Footlocker, 
Footc
tiOl
l, 
other 
franchise
s, 
athletic 
goods 
stores 

Table of contents

  1. Cover
  2. Table of Contents
  3. 1 - Suddenly the Swoosh is Everywhere
  4. 2 - Just Metacommunicate It
  5. 3 - Nike and the Construction of Celebrity Democracy
  6. 4 - Reflexivity and Irreverence
  7. 5 - Alienation, Hope and Transcendence: Determinism or Determination?
  8. 6 - Transcending Difference? Representing Women in Nike's World
  9. 7 - There are Many Paths to Heaven
  10. 8 - "Just Do It," But Not On My Planet
  11. Index