Nike Culture : The Sign of the Swoosh - Robert Goldman

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Nike Culture

The Sign of the Swoosh

By: Robert Goldman, Stephen Papson

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Paperback | 16 July 2008

At a Glance

Paperback
208 Pages

Dimensions(cm)
23.5 x 19.05 x 1.12

Paperback

RRP $133.00

$116.50

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This book is one of the first to take an in-depth look at how an advertising image works. It situates the "Nike swoosh" logo in terms of political economy, sociology, culture and semiotics.

Nike Culture describes and deconstructs the themes and structures of Nike's advertising, outlines the contradictions between image and practice, and explores the logic of the sign economy. In addition, by focusing on issues revolving around representations of race, class and gender, the desire for both community and recognition, and the construction of sport as a spiritual enterprise, the book offers insights into the cultural contradictions embedded in sports culture.

Industry Reviews

"The book is likely to stimulate a wide range of classroom discussions about the impact, both positive and negative, of advertising in our society."

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