That's Who I Want to be: The Politics and Production of Desire within Nike Advertising to Women

Journal of Sport & Social Issues

Volumn 27, Issue 3, 2003, Pages 276-292

  Helstein, Michelle T ^a  

^a UNIVERSITY OF ALBERTA   (Canada)

Author keywords

desire; emancipation; excellence; female athlete; Nike

Indexed keywords

EID: 16244414565     PISSN: 01937235     EISSN: 15527638     Source Type: Journal    
DOI: 10.1177/0193732503255479     Document Type: Article

References (25)

1. Andrews, D. (1996). The fact(s) of Michael Jordan's Blackness: Excavating a floating racial signifier. Sociology of Sport Journal, 13(4), 125-158.
2. Butler, J. (1993). Bodies that matter: On the discursive limits of “sex.” New York: Routledge.
3. Cole, C. L. (1996). American Jordan: P. L. A. Y., consensus, and punishment. Sociology of Sport Journal, 13(4), 366-397.
4. Cole, C. L., & Hribar, A. (1995). Celebrity feminism: Nike style: Post-Fordism, transcendence, and consumer power. Sociology of Sport Journal, 12(4), 347-369.
5. Dreyfus, H. L., & Rabinow, P. (1983). Michel Foucault: Beyond structuralism and hermeneutics (2nd ed.). Chicago: University of Chicago Press.
6. Enloe, C. (1997). The globetrotting sneaker: New world order. In P. Donnelly (Ed.), Taking sport seriously: Social issues in Canadian sport (pp. 251-258). Toronto, Canada: Thompson Educational.
7. Evans, D. (1996). An introductory dictionary of Lacanian psychoanalysis. London: Routledge.
8. Flax, J. (1992). The end of innocence. In J. Butler & J. Scott (Eds.), Feminists theorize the political (pp. 445-463). New York: Routledge.
9. Foucault, M. (1972). The archeology of knowledge & the discourse on language (A. M. Sheridan Smith, Trans.). New York: Pantheon. (Original work published 1969)
10. Frank, T. (1999, July). Brand you: Better selling through anthropology. Harper's Magazine, 299, 74-79.
11. Goldman, R., & Papson, S. (1998). Nike culture. London: Sage.
12. Jensen, J. (1997). Nike takes to “series” TV to back women's basketball business. Advertising Age, 68, 1&6.
13. Jollimore, M. (1997). Woman gets full Nike treatment. In P. Donnelly (Ed.), Taking sports seriously: Social issues in Canadian sport (pp. 259-261). Toronto, Canada: Thompson Educational.
14. Kahle, L., Boush, D., & Phelps, M. (2000). Good morning Vietnam: An ethical analysis of Nike activities in Southeast Asia. Sport Marketing Quarterly, 9(1), 43-52.
15. Lacan, J. (1988). The topic of the imaginary. In J. A. Miller (Ed.), The seminar of Jacques Lacan: Book I—Freud's Papers on Technique, 1953-1954 (pp. 73-88, J. Forrester, Trans.). New York: W. W. Norton.
16. Lafrance, M. (1998). Colonizing the feminine: Nike's intersections of postfeminism and hyperconsumption. In G. Rail (Ed.), Sport and postmodern times (pp.117-139). New York: State University of New York Press.
17. Lucas, S. (2000). Nike's commercial solution: Girls, sneakers, and salvation. International Review for the Sociology of Sport, 35(2), 149-164.
18. McDonald, M. (1996). Michael Jordan's family values: Marketing, meaning, and post-Reagan America. Sociology of Sport Journal, 13(4), 344-365.
19. McKay, J. (1995). “Just do it”: Corporate sport slogans and the political economy of “Enlightened Racism.” Discourse, 16(2), 191-201.
20. Nike. (1998). Engineered for women. Retrieved from www.nike.com/womens/
21. Parker, I. (1992). Discourse dynamics: Critical analysis for social and individual psychology. New York: Routledge.
22. Readings, B. (1996). The university in ruins. Cambridge, MA: Harvard University Press.
23. Sage, G. (1999). Justice do it! The Nike transnational advocacy network: Organization, collective actions, and outcomes. Sociology of Sport Journal, 16(3), 206-235.
24. Stabile, C.(2000). Nike, social responsibility, and the hidden abode of production. Critical Studies in Media Communication, 17(2), 186-204.
25. Žižek, S.(1992). Looking awry: An introduction to Jacques Lacan through popular culture. Cambridge, MA: MIT Press.