Sport, Promotional Culture and the Crisis of Masculinity

Sarah Gee is a Senior Lecturer at Massey University, New Zealand. Her current research interests include the role of alcohol as part of the entertainment experience of major sports events and the complex and sophisticated links existing between alcohol promotion, sports sponsorship, gendered identities, and drinking cultures.Steven Jackson is a Professor at the University of Otago, New Zealand. He is a former President of the International Sociology of Sport Association and specialises in the socio-cultural analysis of sport with a research focus on globalisation, national identity and the media.

“This book is interesting for students who are interested in going into sports journalism or broadcasting especially females, who are covering a male dominated sports world.” (Morgan Jenkins, CBQ Communication Booknotes Quarterly, Vol. 51 (3-4), 2020)

• 1. The Contemporary Crisis of Masculinity: Sport and the Final Frontier?.- 2. Contextualising Masculinity: Between and Beyond Hegemonic, Flexible and Inclusive Masculinity.- 3. Screening Masculinity: Crisis, Promotional Culture, Consumption and Sport.- 4. Flexible Masculinity and Consumer Citizenship in a Global World: David Beckham as Sport Celebrity, Iconic Brand and a Corporate Sponsor's Dream.- 5. Globalization, Corporate Nationalism and Sporting Masculinities in Canada: Molson Beer Advertising and Consumer Citizenship.- 6. Producing and Consuming Liquid Masculinity in New Zealand: The Legacy of the Speight’s Southern Man Advertising Campaign.- 7. The Promotional Culture of Hockey Masculinity: The NHL “Inside the Warrior” Campaign.- 8. Once Were Warriors: Haka, Promotional Culture and Māori Masculinity Past, Present and Future.- 9. Policing the Crisis of Masculinity in a Global and Digital Era.