000			02214cam a2200289zu 4500
001			88847763
003			FRCYB88847763
005			20250106172434.0
006			m o d
007			cr un
008			250106s2011 fr | o|||||0|0|||eng d
020			_a9783039111145
035			_aFRCYB88847763
040			_aFR-PaCSA _ben _c _erda
100	1		_aJackson, Steve
245	0	1	_aGlobalization, Sport and Corporate Nationalism _bThe New Cultural Economy of the New Zealand All Blacks _c['Jackson, Steve', 'Scherer, Jay']
264		1	_bPeter Lang _c2011
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/88847763 _qtext/html _a
520			_aAlthough New Zealand exists as a small (pop. 4.3 million), peripheral nation in the global economy, it offers a unique site through which to examine the complex, but uneven, interplay between global forces and long-standing national traditions and cultural identities. This book examines the profound impact of globalization on the national sport of rugby and New Zealand’s iconic team, the All Blacks. Since 1995, the national sport of rugby has undergone significant change, most notably due to the New Zealand Rugby Union’s lucrative and ongoing corporate partnerships with Rupert Murdoch’s News Corporation and global sportswear giant Adidas. The authors explore these significant developments and pressures alongside the resulting tensions and contradictions that have emerged as the All Blacks, and other aspects of national heritage and indigenous identity, have been steadily incorporated into a global promotional culture. Following recent research in cultural studies, they highlight the intensive, but contested, commodification of the All Blacks to illuminate the ongoing transformation of rugby in New Zealand by corporate imperatives and the imaginations of marketers, most notably through the production of a complex discourse of corporate nationalism within Adidas’s evolving local and global advertising campaigns.
999			_c10293 _d10293