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Permanent link (DOI): https://doi.org/10.7939/R3PP67

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Selling "The Next One": Corporate Nationalism and the Production of Sidney Crosby Open Access

Descriptions

Other title
Subject/Keyword
Sidney Crosby
promotional culture
sporting celebrity
corporate nationalism
masculinity
production
marketing
hockey
Gatorade
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Bunt, Darron Catherine
Supervisor and department
Scherer, Jay (Physical Education and Recreation)
Examining committee member and department
Whitson, Dave (Political Science)
McDermott, Lisa (Physical Education and Recreation)
Department
Faculty of Physical Education and Recreation
Specialization

Date accepted
2009-10-01T21:12:42Z
Graduation date
2009-11
Degree
Master of Arts
Degree level
Master's
Abstract
Sporting celebrities have come to hold an increasingly vaunted position within contemporary society and as such, receive ever-increasing media attention. Within Canadian culture, where the sport of hockey is largely considered a mythologized component of identity, hockey players – such as the National Hockey League’s Sidney Crosby – are not only frequently represented in the daily media, but are also utilized in promotional and advertising campaigns. In this thesis, I qualitatively analyze media representations and the production of advertising featuring Sidney Crosby. Specifically, I examine the specific case of producing televised advertising campaigns featuring Crosby for sports drink manufacturer Gatorade. I also interrogate the tensions and ambiguities of contemporary conceptualizations of masculinity evidenced in media discourse surrounding Crosby. Ultimately, this study examines how sporting celebrities and discourses of corporate nationalism are produced within contemporary advertising campaigns and the role that cultural intermediaries play in the promotion of particular values and perceptions.
Language
English
DOI
doi:10.7939/R3PP67
Rights
License granted by Darron Bunt (bunt@ualberta.ca) on 2009-09-30T20:04:02Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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