Cultural Studies ↔ Critical Methodologies, vol. 8, issue 4 (2008) pp. 507-526
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.
Mendeley saves you time finding and organizing research
Choose a citation style from the tabs below