Beteiligte: | , |
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In: | Communication & Sport, 2, 2014, 1, S. 3-23 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 3-23 |
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ISSN: |
2167-4795
2167-4809 |
DOI: | 10.1177/2167479513481456 |
veröffentlicht in: | Communication & Sport |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> This monograph analyzes how Nike and the athlete himself jointly commodified the public persona of LeBron James, with James cast in two normative narratives: (a) the Messiah and (b) hegemonic masculinity, stripping James of his Blackness and making him identifiable to a mainstream audience. The open-ended configuration of these narratives allows for “pivot points” in James’ life. Real-life developments fold into the construction of James, mitigating damage and shaping narratives in the process. New avenues of research in critical celebrity-branding analysis focus on areas such as the cross sections of endorsements and social media as well as the process of how mediated narratives normalize subjectivities. </jats:p> |