EAN: 9781433100765

SPORT BEER AND GENDER KARTONIERT (TB)

Sport  Beer  and Gender: Promotional Culture and Contemporary Social Life brings together a
group of esteemed international scholars to focus on the important  complex  and mutually
reinforcing relationships between sport  beer  and gender in fashioning promotional strategies
and shaping global cultures of consumption. Collectively  the book examines a well-known social
constellation that has received little specific scholarly attention although it sits at the
axis of many lines of expanding inquiry in sport studies  media studies  gender studies 
cultural studies  consumer studies  and the study of alcohol and substance abuse. The essays
gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of
commodification including: (1) institutions and production  (2) texts and representation  and
(3) consumption and reception  they explore how it moves from concept to reality  from the
private to the public realm  and ultimately its effects on contemporary gendered identity.

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