Sport, beer, and gender
Subtitle: promotional culture and contemporary social life
By: edited by Lawrence A. Wenner, Steven J. Jackson.
Contributors: Wenner, Lawrence A.; Jackson, Steven J., 1958-
Series: Popular culture and everyday life -- 17
Publisher: Peter Lang
Published: 2009
Place of publication: New York
Language: eng
Number of pages: 317
ISBN-13: 9781433100765; 9781433104886
Subjects: Sports -- Marketing; Beer -- Marketing; Sports spectators -- Alcohol use; Gender identity; Masculinity
Notes: Includes bibliographical references and index.
Table of contents: title: Sport, beer, and gender in promotional culture : on the dynamics of a holy trinity / Lawrence A. Wenner; title: Domesticating the brew : gender and sport in postwar magazine advertising for beer / James R. Walker, Nelson Hathcock, Robert V. Bellamy; title: Beer sponsors football : what could go wrong? / Garry Whannel, John Horne; title: Youth, sports, and the culture of beer drinking : global alcohol sponsorship of sports and cultural events in Latin America / Shannon Jette, Robert Sparks, Ilana Pinsky, Liliana Castaneda, Rebecca J. Haines; title: (Michael) power, gendered subjectivities, and filmic representations : brand strategy and Guinness' critical assignment in Africa / John Amis, Ronald L. Mower, Michael L. Silk; title: Brewing consumption : sports dirt, mythic masculinity, and the ethos of beer commercials / Lawrence A. Wenner; title: On the lite side? : Miller Lite's men of the square table, man laws, and the making of masculinity / Lindsey Messn; title: Lads, larrikins and mates : hegemonic masculinities in contemporary Australian beer advertisements / Jim McKay, Michael Emmison, Janine Mikosza; title: Producing and consuming masculinity : the Speight's southern man / Steven J. Jackson, Sarah Gee, Jay Scherer; title: Lubrication and domination : beer, sport, masculinity and the Australian gender order / David Rowe, Callum Gilmour; title: The "grog squad" : an ethnography of beer consumption at Australian rules football matches / Catherine Palmer; title: "I laughed until I hurt" : negative humor in Super Bowl beer commercials / Margaret Carlisle Duncan, Alan Aycock; title: Promotion and prevention of drinking in U.S. collegiate sports / Charles Atkin, Walter Gantz; title: Consuming sport, consuming beer : sport fans, scene, and everyday life / Garry Crawford.