Sport, Beer, and Gender : Promotional Culture and Contemporary Social Life brings together a group of esteemed international scholars to focus on the important, complex, and mutually reinforcing relationships between sport, beer, and gender in fashioning promotional strategies and shaping global cultures of consumption. Collectively, the book examines a well-known social constellation that has received little specific scholarly attention although it sits at the axis of many lines of expanding inquiry in sport studies, media studies, gender studies, cultural studies, consumer studies, and the study of alcohol and substance abuse. The essays gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of commodification including : (1) institutions and production, (2) texts and representation, and (3) consumption and reception ; they explore how it moves from concept to reality, from the private to the public realm, and ultimately its effects on contemporary gendered identity.

Sport, Beer, and Gender - Promotional Culture and Contemporary Social Life

Bringing together many of the most influential scholars in sport and media studies, this book examines the diverse ways that media influences our understanding of the world's most important sport events, dubbed sports mega-events. It sheds new light on how these events have been changed by the media. and have, in turn, adapted to media to further their brand's cultural influence. Focusing on the central concept of "mediatization" — the permeation of media into all spheres of contemporary life — the book presents original case studies of major events including the Olympics, FIFA, rugby and cricket World Cups, Tour de France, Super Bowl, World Series, Monaco Grand Prix, Wimbledon, and many more. Written from a truly international perspective. this is a seminal work in sport and media studies that reveals the growing political, economic, and cultural influences of sport mega-events in contemporary society. Sport. Media and Mega-Events is an essential text for any course on the sociology of sport, event management, sport marketing, or featuring a cultural, communication or media studies approach to sport.

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