Cultural studies and the circuit of culture: Advertising, promotional culture and the New Zealand all blacks

Abstract

Using a modified circuit of culture as a methodological and theoretical framework, this paper examines the interrelated moments associated with the production, representation, and consumption of a recent televised advertisement for adidas's sponsorship of the New Zealand All Blacks. The study suggests that each articulatory moment represents a key site for in-depth multiperspectival analyses, which can facilitate a broad contextual understanding of the complexities, contradictions, and power relations associated with contemporary culture in general and specifically in relation to indigenous culture. © 2008 SAGE Publications.