Beyond a boundary?: Sport, Transnational Advertising, and the Reimagining of National Culture
Authors: Silk, M. and Andrews, D.L.
Volume: 25
Pages: 180-201
DOI: 10.1177/0193723501252005
Abstract:The penetration of local cultures by the economics and imagery of global capitalism represents the latest and most sophisticated attempt by transnational corporations to command the widest possible market base and thereby accrue the benefits derived from the realization of colossal economies of scale. Rather than attempting to neuter cultural difference through a strategic global uniformity, many corporations have acknowledged that securing a profitable global presence necessitates negotiating within the language of the local. This article outlines some of the ways that sport—as a de facto cultural shorthand—has been appropriated within and through the advertising campaigns of transnational corporations as a means of contributing toward the constitution and experiencing of national cultures. As such, this article examines the role played by transnational corporations and their promotional armatures in reimagining national cultures, introduces the concept of cultural Toyotism as a means of understanding the manner in which transnational entities negotiate the global-local nexus, and explicates empirical examples of the contrasting processes whereby sport has been used as a means of constituting the nation within the advertising discourses of transnational corporate entities. © 2001, Sage Publications. All rights reserved.
Source: Scopus
Beyond a Boundary: Sport, Transnational Advertising and the Reimagining of National Culture
Authors: Silk, M. and Andrews, D.
Editors: Karen, D.
Publisher: Routledge
Place of Publication: London
Source: Manual
Preferred by: Michael Silk