000			02157cam a2200289zu 4500
001			88844136
003			FRCYB88844136
005			20250106172413.0
006			m o d
007			cr un
008			250106s2013 fr | o|||||0|0|||eng d
020			_a9781906165468
035			_aFRCYB88844136
040			_aFR-PaCSA _ben _c _erda
100	1		_aJackson, Steve
245	0	1	_aThe Contested Terrain of the New Zealand All Blacks _bRugby, Commerce, and Cultural Politics in the Age of Globalization _c['Jackson, Steve', 'Scherer, Jay']
264		1	_bPeter Lang _c2013
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aJackson, Steve
700	0		_aScherer, Jay
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/88844136 _qtext/html _a
520			_aIn 2011, New Zealand rugby fans erupted in celebration as the All Blacks narrowly defeated France to win the Rugby World Cup – the team’s first title since New Zealand hosted the inaugural tournament in 1987. In the years between these victories, the sport of rugby has been radically transformed from its amateur roots to a professional, global entertainment ‘product’. This book explores these developments and focuses initially on the New Zealand Rugby Union’s key deals with Rupert Murdoch’s News Corporation and global sportswear giant Adidas in the 1990s. The new pay-per-view era has curtailed the traditional ‘viewing rights’ of rugby fans to have live, free-to-air access to All Blacks test matches on public television. Adidas, meanwhile, has relentlessly commodified aspects of national heritage and indigenous identity in pursuit of local and global markets while exploiting labour in developing countries. Escalating merchandise costs and ticket prices have, at the same time, pushed the sport further out of the reach of ordinary New Zealanders. All of these issues, however, have not gone uncontested, and the authors argue that rugby remains a contested terrain in the face of a new set of limits and pressures in the global economy.
999			_c10256 _d10256