Sport, Beer, and Gender: Promotional Culture and Contemporary Social Life (Popular Culture and Everyday Life)

Sport Beer and Gender: Promotional Culture and Contemporary Social Life brings together a group of esteemed international scholars to focus on the important complex and mutually reinforcing relationships between sport beer and gender in fashioning promotional strategies and shaping global cultures of consumption. Collectively the book examines a well-known social constellation that has received little specific scholarly attention although it sits at the axis of many lines of expanding inquiry in sport studies media studies gender studies cultural studies consumer studies and the st udy of alcohol and substance abuse. The essays gathered here interrogate and trace beer as a commodity as it circumnavigates the circuit of commodification including: (1) institutions and production (2) texts and representation and (3) consumption and reception they explore how it moves from concept to reality from the private to the public realm and ultimately its effects on contemporary gendered identity.