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In the post-Reaganisam, Jordan was portaryed as a dedicated family man in contrast with the stereotypical image of black masculinity. He successfully escaped the usual pejorative cultural signifier of his race.

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Jordan has been read differently in different cultural context, in New Zealand, the post-communist Poland and U. Dennis Rodman has at least two national fantasy discourses one is the failed black American family and the second is America as an open economic system. His two discourses on one hand affirmed stereotypical view of black Americans and on the other hand affirmed the American Dream that is in the American open society individuals, regardless of race, gender and class, can transcend their ascribed identities and forge new lives for themselves.

His blackness is actually his sign, his badness is the novelty the consumer capitalism needed in order to stimulate desire from the audiences. The contradistinction between Rodman as the ostensible bad body seemed an excellent contrast with the goodness and wholesomeness of Kodak.

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Besides the interesting contrast made by chapters between two very different NBA stars, one of the compelling chapters is on Andre Agassi. In his earlier career, Agassi hardly reached the finals of any major tournaments despite of his obvious talent. He was questioned in many articles for his competitive desire and motivation, he was portrayed as a person who was lazy, with poor work ethic, enjoy fast food and candy. In sum, the perfect representation of the generation X. Be the first to write a review.

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In Stock. The Media and Communications in Australia 4th edition, Unfreedom of the Press. The Editor's Companion 2ed.

Cvetovitch and D. Kellner Eds. Articulating the global and the local: Globalization and cultural studies pp.

Boulder, CO: Westview Press. Giulianotti eds. Entering the field: Studies in world football pp. Excavating Michael Jordan: Notes on a critical pedagogy of sporting representation. Rail and J. Harvey Eds. Sport and postmodern times: Culture, gender, sexuality, the body and sport pp. Cronin, and D. Mayall eds. Sporting nationalisms: Identity, ethnicity, immigration and assimilation pp. Sands ed Global jocks: Anthropology, sport and culture pp.

Westport, CT: Greenwood Press.


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Zwick, D. The suburban soccer field: Sport and the culture of privilege in contemporary America. Giulianotti Eds. Football cultures and identities pp. London: Macmillan. Contextualizing suburban soccer: Consumer culture, lifestyle differentiation and suburban America. Finn Eds. Football culture: local contests, global visions pp.

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London: Sage. Birrell and M.

McDonald Eds. Reading sport: Critical essays on power and representation. Boston: Northeastern University Press. Maxwell Ed. Minneapolis: University of Minnesota Press. Michael Jordan matters. Andrews Ed. Sport celebrities, public culture, and private experience.

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Jackson Eds. Yiannakis and M. McDonald, M. Michael Jordan: Corporate sport and postmodern celebrityhood.

Sport Stars: The Cultural Politics of Sporting Celebrity

Carrington, B. The global Jordanscape. Howell, J. Cultural and sport studies: An interventionist practice. Young Eds. Theory, sport and society pp. Oxford: JAI Press. Sport in the late capitalist moment. Slack Ed. The Commercialisation of Sport pp. Soccer, race, and suburban space. In Wilcox, R. Sport and urban dystopias. Sport, culture, and advertising. Andrews Eds.