MARC Record from Library of Congress

LEADER: 02737nam a22003138a 4500
001 2008036472
003 DLC
005 20080923153655.0
008 080821s2009 nyu b 001 0 eng
010 $a 2008036472
020 $a9781433100765 (pbk. : alk. paper)
020 $a9781433104886 (hardcover : alk. paper)
040 $aDLC$cDLC
050 00 $aGV716$b.S585 2009
082 00 $a381/.4566342$222
245 00 $aSport, beer, and gender :$bpromotional culture and contemporary social life /$cedited by Lawrence A. Wenner, Steven J. Jackson.
260 $aNew York :$bPeter Lang,$c2009.
263 $a0902
300 $ap. cm.
490 0 $aPopular culture and everyday life ;$v17
504 $aIncludes bibliographical references and index.
505 0 $aSport, beer, and gender in promotional culture : on the dynamics of a holy trinity / Lawrence A. Wenner -- Domesticating the brew : gender and sport in postwar magazine advertising for beer / James R. Walker, Nelson Hathcock, Robert V. Bellamy -- Beer sponsors football : what could go wrong? / Garry Whannel, John Horne -- 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 -- (Michael) power, gendered subjectivities, and filmic representations : brand strategy and Guinness' critical assignment in Africa / John Amis, Ronald L. Mower, Michael L. Silk -- Brewing consumption : sports dirt, mythic masculinity, and the ethos of beer commercials / Lawrence A. Wenner -- On the lite side? : Miller Lite's men of the square table, man laws, and the making of masculinity / Lindsey Messn -- Lads, larrikins and mates : hegemonic masculinities in contemporary Australian beer advertisements / Jim McKay, Michael Emmison, Janine Mikosza -- Producing and consuming masculinity : the Speight's southern man / Steven J. Jackson, Sarah Gee, Jay Scherer -- Lubrication and domination : beer, sport, masculinity and the Australian gender order / David Rowe, Callum Gilmour -- The "grog squad" : an ethnography of beer consumption at Australian rules football matches / Catherine Palmer -- "I laughed until I hurt" : negative humor in Super Bowl beer commercials / Margaret Carlisle Duncan, Alan Aycock -- Promotion and prevention of drinking in U.S. collegiate sports / Charles Atkin, Walter Gantz -- Consuming sport, consuming beer : sport fans, scene, and everyday life / Garry Crawford.
650 0 $aSports$xMarketing.
650 0 $aBeer$xMarketing.
650 0 $aSports spectators$xAlcohol use.
650 0 $aGender identity.
650 0 $aMasculinity.
700 1 $aWenner, Lawrence A.
700 1 $aJackson, Steven J.,$d1958-