Journal article

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

Scherer J, Jackson S ...see all

Cultural Studies ↔ Critical Methodologies, vol. 8, issue 4 (2008) pp. 507-526

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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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Authors

  • Jay Scherer

  • Steven J. Jackson

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