Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand
作者： Andrew Grainger , Steven J. Jackson
DOI: 10.1108/IJSMS-02-02-2000-B004
关键词: Ambiguity 、 Context (language use) 、 Politics 、 Cultural resistance 、 Public relations 、 Regulatory control 、 Adage 、 Sports marketing 、 Sociology 、 Globalization
摘要: The message to international marketers has long been “think global, act local”, but the complexity of issue rarely explored empirically. This analysis examines notion disjuncture herein defined as points ambiguity, incongruity and conf lict that emerge when global sport-advertising campaigns are released within local cultural settings. purpose paper is move beyond local” adage by examining politics contradictions associated with regulatory control sport advertisements in a specific national context, namely New Zealand.
questia.com参考文章(8)
Ien Ang, LIVING ROOM WARS Living room wars: rethinking media audiences for a postmodern world.. ,(1996) , 10.4324/9780203289549
Arjun Appadurai, Disjuncture and Difference in the Global Cultural Economy Theory, Culture & Society. ,vol. 7, pp. 295- 310 ,(1990) , 10.1177/026327690007002017
Andrew Grainger, Steven Jackson, Resisting the swoosh in the land of the long white cloud Peace Review. ,vol. 11, pp. 511- 516 ,(1999) , 10.1080/10402659908426300
Robert Goldman, Stephen Papson, Advertising in the Age of Hypersignification Theory, Culture & Society. ,vol. 11, pp. 23- 53 ,(1994) , 10.1177/026327694011003002
David L. Andrews, Steven J. Jackson, BETWEEN AND BEYOND THE GLOBAL AND THE LOCAL American Popular Sporting Culture in New Zealand International Review for the Sociology of Sport. ,vol. 34, pp. 31- 42 ,(1999) , 10.1177/101269099034001003
Robert J. Foster, Making National Cultures in The Global Ecumene Annual Review of Anthropology. ,vol. 20, pp. 235- 260 ,(1991) , 10.1146/ANNUREV.AN.20.100191.001315
Stuart Hall, The Local and the Global: Globalization and Ethnicity Culture, Globalization and the World-System. pp. 19- 39 ,(1991) , 10.1007/978-1-349-11902-8_2
Mike Featherstone, Localism, Globalism, and Cultural Identity Global/Local. pp. 46- 77 ,(1996) , 10.1215/9780822381990-003