Sport Promotional Culture and the Crisis of Masculinity

This title captures the contested terrain of contemporary masculinity and explores a range of conceptualisations, with a specific focus on the role of the media and promotional culture within the context of sport. Asking whether sport is the final frontier of masculinity in society, the book focuses on how the production and representation of sport-related advertising and marketing contribute to the shifting and contested nature of masculinity and its alleged crisis. Sport, Promotional Culture and the Crisis of Masculinity will be of interest to students and scholars in the fields of sociology of sport, media studies, marketing, gender and masculinity studies.