Lost In Translation: Globalisation, Sport Advertising And Cultural Resistance

Por: Steven J. Jackson.

Athens 2004: Pre-olympic Congress

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Globalization, as both process and concept, permeates contemporary political, economic, cultural, technological and intellectual life (cf. Appadurai, 1996; Albrow and King, 1990; Hall, 1991; Hardt and Negri, 2000; Hirst and Thompson; Howes, 1996; King, 1990; Robertson, 1992a; Singer, 2002). Transnational corporations such as McDonald’s, General Motors, News Corp and Nike are constantly seeking out strategies and vehicles through which to expand their global empires. However, despite their enormous economic power these corporations do not simply operate without control or opposition. Indeed, their attempts at globalisation often stimulate conflict, disagreement and resistance due to the peculiarities of local contexts. This study examines the power, politics, resistance and contradictions linked to globalization with respect to the regulation, production, promotion and consumption of a particular type of global media product. Specifically, the study examines case studies of global sport advertisements that have been challenged and regulated in different countries due to their "violent" nature.

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