Skip to content
Journal article

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

Scherer J, Jackson S...(+2 more)

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

  • 30


    Mendeley users who have this article in their library.
  • 15


    Citations of this article.
  • N/A


    ScienceDirect users who have downloaded this article.
Sign in to save reference


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.

Author-supplied keywords

  • globalization
  • new zealand
  • promotional culture
  • sport

Find this document

Get full text

Cite this document

Choose a citation style from the tabs below