Cricket has no boundaries with NatWest? The hyperreality of inclusion and diversity in English cricket
Authors: Powis, B. and Velija, P.
Journal: SPORT IN SOCIETY
Volume: 24
Issue: 8
Pages: 1510-1525
eISSN: 1743-0445
ISSN: 1743-0437
DOI: 10.1080/17430437.2020.1789105
https://eprints.bournemouth.ac.uk/39332/
Source: Web of Science (Lite)
Cricket has no boundaries with NatWest? The hyperreality of inclusion and diversity in English cricket
Authors: Powis, B. and Velija, P.
Journal: Sport in Society
Volume: 24
Issue: 8
Publisher: Taylor & Francis
ISSN: 1461-0981
DOI: 10.1080/17430437.2020.1789105
https://eprints.bournemouth.ac.uk/39332/
Source: Manual
Cricket has no boundaries with NatWest? The hyperreality of inclusion and diversity in English cricket
Authors: Powis, B. and Velija, P.
Journal: Sport in Society
Volume: 24
Issue: 8
Pages: 1510-1525
Publisher: Taylor & Francis
ISSN: 1461-0981
Abstract:In this article, we examine England and Wales Cricket Board’s relationship with NatWest Bank and analyse its award-winning sponsorship campaign Cricket Has No Boundaries (CHNB). Drawing upon Jean Baudrillard’s concepts of the hyperreal and the non-event, we explore how CHNB presents an idealised image of English cricket. At the heart of this campaign is NatWest’s desire to demonstrate their commitment to inclusion and diversity through the lens of modern cricket, but what does this tell us about the ‘value’ of cricket in our neoliberal age? Using critical discourse analysis and semiotic analysis, we critique the campaign’s mediated content—advertisements, newspaper articles and short documentaries—and examine the role of commodities, signs and media messages in shaping CHNB’s hyperreal version of cricket. We also reflect upon the growth of corporate social responsibility in sport and discuss how brands exploit athletes’ lived experiences for financial gain.
https://eprints.bournemouth.ac.uk/39332/
Source: BURO EPrints