Manufacturing a Messiah : How Nike and LeBron James Co-Constructed the Legend of King James How Nike and LeBron James Co-Constructed the Legend of King James

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Bibliographische Detailangaben
Beteiligte: Mocarski, Richard, Billings, Andrew C.
In: Communication & Sport, 2, 2014, 1, S. 3-23
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 3-23
ISSN: 2167-4795
2167-4809
DOI: 10.1177/2167479513481456
veröffentlicht in: Communication & Sport
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<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>