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

University of Alberta, jay.scherer{at}ualberta.ca

Steven J. Jackson

University of Otago

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.

Key Words: globalization • sport • promotional culture • New Zealand

Cultural Studies <=> Critical Methodologies, Vol. 8, No. 4, 507-526 (2008)
DOI: 10.1177/1532708608321577


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