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Cultural Studies and the Circuit of Culture: Advertising, Promotional Culture and the New Zealand All Blacks

by J. Scherer, S. J. Jackson
Cultural Studies <=> Critical Methodologies ()

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.

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