Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life

Wenner (communication and ethics, U. of Iowa) and Jackson (physical education, U. of Illinois) present fourteen essays from scholars in disciplines including sociology, gender studies, telecommunications, and physical education examining, on a global scale, the nexus of sport, beer, and gender and its relationship to the promotional strategies of beer companies. The essays are organized under the broad themes of institutions and production, texts and representation, and consumption and reception. Many consider the three title topics as they intersect in a specific region or sub-culture, including Australia and New Zealand, Africa (particularly the advertising practices of the Guinness brand in that area), youth culture in Latin America, and football culture in the US. Additional topics include gender and sport in post WWII magazine advertising for beer, the ethos of beer commercials, negative humor in Super Bowl ads, and promotion and prevention of drinking in US college sports, among others. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)