Shikha Gupta
27 March 2008
Analysing Sports in Cultures through Print Advertising
Clifford Geertz has said of culture that culture in simply the ensemble of stories
we tell ourselves about ourselves (qtd. in Sardar; Loon 5). The stories told speak of
values attached to various aspects that in combination constitute culture. Sports are one
such aspect. This paper therein is an attempt at understanding the values attached to
sports in cultures through the analysis of visual (verbal and non-verbal) communication
in print advertising.
Itâs Not Just a Game
An analysis of sporting culture will present us with what can only be termed as
irony. This is especially so if the analysis takes place at the level of language. Often,
âsportsâ is used in relation with âplaying a gameâ; something which is frivolous and an
activity meant for leisure. Thus, play is seen as the opposite of work (Rubio; Sandell:
1997). Although, etymologically speaking this would be true (sport meaning âpleasant
pastimeâ), a closer involvement with sporting culture would reveal quite the opposite.
Sports are not just an activity for diversion, but also a rather engaging and involving
activity. As observed by Rubio and Sandell, âPlay is not only an escape from⊠but also
escape into. Because of this, how we play is a vital way in which we think about who we
are.â (1997) Advertising often explores this idea of what the consumer thinks about
himself as well. The following advertisement is one example of the same.
This is an advertisement for Total Sports, a store for tennis gear. As opposed to
most advertisement for sporting goods, this advertisement is blatantly devoid of in-your-
face stereotypical images that exude aggression. However, this advertisement is still
responsible for making its audience believe something about sports.
I Play, Therefore I Am
The above advertisement employs a popular advertising idiom - the âbefore and
afterâ. This is a popular method of depicting product benefits, where use of the product
brings about drastic changes in the userâs life. In the case of this advertisement, however,
it is not so much what the advertisement is selling but what the product is selling that
becomes important. That is to say, it is not the tennis gear that is important but what
tennis sells that becomes important. What is being sold then is an identity. What the
advertisement is trying to tell its audience is that engaging in sports provides a person
with an identity that was non-existent before (note lack of an indication of what you were
before you played tennis).
When we speak of identity here, we speak of personal identity, âthe way you see
or define yourself⊠a property that you might have for a while and then lose: you could
acquire a new individual identity, or perhaps even carry on without one.â (Olson: 2002,
2007) The new individual identity that is being projected here is that of the sportsman; a
dimension associated with self-esteem, which is integral in the process of self-concept
and identity formation. Why the advertisement lacks images is not surprising then as
Patrick Rafterâs name more than makes up for the lack of it. Simply put, the audience is
made to believe that there is a small gap between a common man and a legend, and the
gap can be bridged by sports. Of course, to arrive at the status of a legendary sportsman
one would first need sporting equipment.
Not Lies, Just What You Think is True
This brings us to an important question about advertising and popular media and
culture. If culture is really an âensemble of storiesâ, then to what extent is the media
responsible in the generation of these stories? More importantly, do media texts, such as
the advertisements under study, create stories in given cultures or do they only help
articulate existing stories? For instance, does the advert for Total Sports create a new
myth in saying that sportsmanship helps acquire a celebrated status or does it only play
with what has been told to its audience where they have come to believe that sports build
character?
This mechanism of meaning making is thus a double-edged one, where both the
media text and the receiving audience work in conjunction. That both the media and the
audience must arrive at some common understanding of the message would imply that
there is a common frame of reference for both the creator of the text and the receiver of
the text. This frame of reference is heavily reliant on existing ideologies of the culture
within which it functions. If ideology is âa system of meaning that helps define and
explain the world and that makes value judgements about that worldâ (Croteau; Hoynes
159) then it would mean that advertising, which is primarily about getting the audience to
buy something, will always pull something out of a cultureâs trajectory of hopes, fears
and beliefs to sell that certain something. Of course, several ideologies function at the
same time within a certain space. In this case, ideologies stemming from the discourse on
sports, gender roles, consumerism etc are all responsible in process of meaning making.
Much is the case with the following piece.
The above is an advertisement by Adidas, part of the campaign that centres on the
Beijing 2008 Olympics. This advertisement offers interesting scope to further understand
the concept of ideology within the framework of countries.
Building a Nation
Culture is often associated with and limited by certain measures, tangible and
intangible. The concept of ânationâ is one such concept. Here we understand nation as a
âhuman group conscious of forming a community, sharing a common culture, attached to
a clearly demarcated territory, having a common past and a common project for the future
and claiming the right to rule itselfâ (Guibernau: 1996, qtd. in âThe Politics of
Devolutionâ: 2008). Thus it is believed that members of a certain nation would share a
certain common culture and other subcultures. Sporting culture becomes one such
subculture. For the sake of discussion, let us now reverse the supposition so that a culture
shares a common nationality. Therefore, we move from understandings such as âIndians
play kabadiâ towards âKabadi is an Indian sportâ. Which would then mean that a culture
or subculture would have the power of adding to the concept that is nation and creating a
national identity. The idea may seem preposterous at first, but it is not altogether untrue if
one were to look at it in the context of sports.
Getting back to the advertisement for Adidas, we see how true this is. Note, first
of all, that neither a product nor a service is being sold to the audience. Not a single
product of Adidas appears in the advertisement, except for maybe the swimming trunks,
and one cannot be entirely sure of that either. Yet, the advertiser does not hesitate in
making use of the brandâs logo and slogan in promoting the Olympics. By doing so, the
brand comes off as supporting Team China. It is only an added advantage that the slogan
already reads âImpossible is Nothingâ, which leads us to believe that there is a certain
unattainable quality to victory in the first place that Adidas endorses. It is the task of
trying to achieve this âimpossibleâ feat that makes sports seem like a worthwhile activity
beyond its immediate benefits. It is also the same task that lends a nation-state an aspect
of national identity when pursued by a mass audience. âSport in modern societies is one
of the means by which nation-states socialize their citizens, transmitting their symbolic
codes of the dominant culture and inducing citizens toward conformity to beliefs and
values that prevail in the wider society. At the same time, sport is one of the most salient
moulders of national collective identity.â (Sage 116)
The process, however, calls for the presence of the other. Here we look at the
other not as a binary opposite but as an opposition. To revert to the point about how
sports helps generate identities seems appropriate now for the simple reason that one of
the primary methods of doing so is with the help of the opponent. As opposed to other
skills or activities picked up to aid personal growth (such as singing or sewing), a sport is
one such activity where the gauge of oneâs competence comes primarily from a point of
comparison with the other, by defeating the other. âThe modern athlete is often defined
by his or her achievements⊠At the heart of all athletic accomplishment is the
competition.â (Ting). To say âI am a cricketerâ would then mean I play to win and in
order to win, someone else (the other) must lose.
By extension, the same can be applied to the process of creating national
identities. The process in this case is somewhat more obvious where a team, national or
otherwise, is concerned. The vocabulary of sports is therefore always someone versus the
other. Therefore, India gains an identity as a cricketing nation as âIndia versus Pakistanâ
implies India is not Pakistan, just as it is not Australia, not Sri Lanka and so on. Further,
these countries become parties that must be defeated so as to help the nation attain laurels
or a victory that is worth celebrating. âSport provides athletes with opportunities to
celebrate a national identity that is different from and, in some cases, opposed to, their
ascribed nationalityâŠnationality is what matters to athletes since this guarantees the right
to compete on behalf of a nation.â (Allison 91)
As mentioned earlier, in the context of the nation, sports acquire relevance when
pursued by a mass audience. This brings into picture two categories. First is the category
of those actively engaging in the sport. The second is the category of people who arrive at
a sense of belongingness by supporting the former group. This group is perhaps all the
more important, consisting of fans and spectators as is evident in the advertisement under
discussion. âSports spectators are usually sports fans. They see themselves as active
participants, inspiring the home teams with their cheers and demoralizing the visiting
team with their taunts.â (Guttmann 111) The act of cheering and chanting at matches
again lends to the notion of a shared identity- of fandom, of a nation. By reduction then,
individuals themselves adopt a national identity wherein âI cheer for team India because I
am an Indianâ and not necessarily because it is the best team.
The sense of belongingness is so strong in some situations that a team becomes
answerable to the nation. Acts of vandalism, which are widespread when a certain team
performs badly, then become justified to the extent that the masses are only demanding
their (the nationâs) right to victory that the team is responsible for achieving. âFans also
demonstrate a process called deindividuation where people lose their self-awareness and
have decreased concern for how others around them evaluate their actionsâ (Mann, et al.:
1982 qtd. in Hansen et al. 1998)
To further illustrate the instilling of patriotic fervour through sports, let us
consider the following advertisement for Nike, which reads, âBeing Spanish is not an
excuse, itâs a responsibilityâ.
The copy of the advertisement reads like a call to action. Considering Nike is a
brand for sporting goods, the words seem misplaced. By contrast, place the same words
around the following image.
Would the signifier seem misplaced? Chances are it seems quite natural to call a
person to defend his country by telling him that it is his responsibility. It seems natural
because cultures have had a history of glorification of war. âThe glorification of war is so
pervasive that, generation after generation, young males are drawn into proving their
manhood by going into battle⊠The masculine traits of dominance and competition for
position and status are expressed in a wide range of behaviour, from sports and business
to the way males make conversation.â (Levy; Sidel 193). If the Nike advertisement does
not shock the audience, then it is only because sports have been meted out the same
treatment of glorification and the advertiser is fully aware of this. âAn essential part of
the sport experience for many men is the glorification of violence- a glorification that
encourages them to equate their hyperphysicality with behaviour that demeans,
intimidates and sexualises others.â (Benedict: 2004; Curry: 1998; Kane & Disch: 1993
qtd. in Parks; Quaterman; Thibault 409) It is this commonality between the glorification
of violence in war and a sport that is observed in the instilling of nationalistic pride.
Adopting a Stance
The entire advertisement in fact comprises of signs that narrate a tale of the nation
and the patriot. Take for instance the positioning of the model, Spanish tennis player
Rafael Nadal. One need not know the science of body language in-depth to understand
what is being communicated here. The way the modelâs hand is positioned points towards
a spirit of aggression. So much so, that the front of the racquet is most prominent in the
advertisement. Again, replace the racquet with a piece of weaponry to fully understand
the significance of such a stance. The racquet thus becomes the weapon in this case; the
empowering, overwhelming piece that challenges the viewer to take up the cause. Or at
least a sport.
Research would say that deliberate choices made with regard to the modelâs body
language could be deciphered. First, there is the concept of arm-wear. Notice the
wristband in Nadalâs hand that is devoid of the racquet, a symbol of masculinity.
âOrnaments (e.g., bracelets and wristbands) (are) worn to attract notice, and to accent the
arm's masculine or feminine traits.â (Givens: 1997) Nike knows that not everyone who
will wear its wristband will go on to achieve international fame. Most might not even
engage in a regular fitness culture. But wearing a wristband would add to what would be
known as the âsporty lookâ in fashion; a definitive masculine style statement. At the other
end is arm-show, where a manâs showing of arms means the showing of his physical
strength. âThicker, more muscular male arms may be displayed to challenge rival men.
Clenched fists signal an aroused emotional state, as in anger, excitement (e.g., to cheer on
a team)âŠâ (Givens: 1997)
Although not all the features of the face are clearly visible, the more obvious
aspects of it are that the face tends more towards an angular and therefore domineering
face. The most striking aspect of the image is the open mouth that seems to depict a cry
made as warning before attack.
What is interesting to note is that though by choice of art direction Nadal has been
distorted considerably and is less overpowering than his racquet, the message could not
have been communicated without him as the model. The âhimâ in this case is not Nadal
per se, but a Spanish, sports icon known for winning international fame and thereby
adding to the nationâs pride. The use of a sports hero becomes important in advertising as
âsports as a social myth is often found embodied in the heroes of sport, who are really
purveyors of myth rather than heroes of sport⊠a hero in any society will embody some
of the attributes of the myth: He will affirm the myth; he will illustrate its reality.â
(Yianakkis; Melnick 261)
If all is Fair in War, Then it must be so in Sports
The visual discourse of advertising places importance on the use of colour and its
significances. âIn designing advertisements, managers must make decisions as to which
color(s)to use⊠An important goal of an advertiser would be to select colors that
maximize attention, provide a more realistic and appealing portrayal of the product or
service, and arouse appropriate feelings (Wells et al.: 1992 qtd. in Gorn et al.: 1997) In
the advertisement for Nike, red is the most predominant colour. âRed colour has many
shades, from dark reddish brown to bright crimson or scarlet. These shades symbolize
fire, heat and passion. It is the colour of blood and wounds, but also the bloom of good
health. Red is, of course, fierce, blatant, dynamic and irritating. It is a colour of war. It
symbolizes the vitality of energies and passions. The red colour also symbolizes violence
and hatred.â (âMeaning of Colors in Dreamsâ)
In addition, in advertising and visual culture, the colour, when used in the
background, is known to bring other images to the foreground. It is also known to aid
quick buying decisions and increase chances of impulse purchases. (âColor Meaningâ)
More than just the use of red, however, it is important to look into how the colour is used.
In this case, the advertisement is extremely similar to the following one.
While in the Nike advertisement the red has the appearance of being smeared, in
the above advertisement it has the appearance of being splattered. What is common to
both however is that both pieces bear the overt semblance of a bloody affair. âThere is a
strain toward consistency in each culture, with similar values and behavior patterns, such
as aggressiveness, tending to manifest in more than one area of the culture. Behavior
patterns and value systems relative to war and to warlike sports tend to overlap and
support each other's presence⊠we find a recurring hope that sports and warfare might
act as alternatives to each other; that possibly our intergroup problems could be resolved
on the playing field rather than on the battlefield.â (Sipes: 1973)
Neither of the above two advertisements explicitly state what the advertisement is
actually for. The product is overshadowed by the concept of sports. But both
advertisements elevate sports, or at least help maintain sports, at a level higher than what
it actually is. The advertisements thus bring forth a change in the perception of sports and
sportsmanship. Where a true sporting culture would encourage accepting defeat
gracefully, there such advertisements go to change it enough to say that winning is
everything. According to Pierre Bourdieu, the aristocratic tradition of athleticism would
encourage winning within the rules. A culture that places winning over fair play is a
culture of the plebeians. â âFair playâ is the way of playing the game characteristic of
those who do not get so carried away by the game as to forget that it is a gameâŠâ
(Bourdieu 430) However, when the meaning of the game itself has changed,
remembering that âit is a gameâ would not warrant that the game would just be played
when it can be fought.
It was a Pleasure Losing to You
Although Bourdieuâs argument holds true in the aristocratic tradition, we now
need to look at sports from the point of a more familiar culture. In certain ways, the
function of sports remains unchanged. Sports are still seen as disciplining and character-
building activities functioning on âa belief that sport helps to make better people â that
it promotes excellence (what the Greeks called aretĂȘ) in individuals, excellence which
can be applied to almost any endeavor in life.â (Reid)
However, a change occurs when sports moves out from a limited, elitist circle
towards a larger, more involving audience based on a âshift whereby sport as an elite
practice reserved for amateurs became sport as a spectacle produced by professionals for
consumption by the masses.â (Bourdieu: 1991 qtd. in Washington; Karen: 2001) In this
case, sports are no more just an activity for the cultured to engage in neither for its
immediate health benefit nor as a sign of social superiority. It now becomes a mass
activity, the end of which is winning. Thus, accepting victory with modesty is not what is
called for. In fact, boasting of oneâs achievements on the court is seen as almost integral
to sportsmanship now as âthe temptation to make sportsmanship an all-embracing moral
categoryâ becomes lesser and lesser so and as the distinctions between sports and
athletics seem to blur. Which means that we have now redefined the concept of
sportsmanship where it is no longer a mandate for a sportsman to âbe a sportâ and accept
defeat as part of the game. It is this understanding that makes advertising, such as those in
discussion, so heavily reliant on aggression where belligerence becomes not only an
accepted quality but also a desired quality, one that can supposedly be acquired from
wearing the right brand of shoes. (Keating: 1964)
They Never Let Poor Rudolph Join in any Reindeer Games
Specific qualities such as ferocity apart, one reaction that a lot of brands try to
evoke through their advertising is a sense of âfamilyâ amongst their owners or users. That
is to say, a person belongs to a certain family or community because he and that
community use the same product. Sports seem to serve the same function in certain ways.
Take the following advertisement for instance, which featured as part of Adidasâ
âBrotherhoodâ campaign. What the advertisement offers is strong evidence towards the
proposition that there exists a sense of shared community in a shared activity. âSport is
more than just a result of socialising influences. It can also be an agent of socialisation,
i.e. an influence on the development of social attitudes, values and behaviour.â (Jarvis 87)
This advertisement strongly makes this point when it says, âBasketball is a
brotherhoodâ. Note that through the entire campaign, all the models are African
Americans and the advertisement was created by an American advertising agency. The
choice of models here is again deliberate in trying to underscore the point of a shared
community. As a minority community with a history of oppression, the Black community
in the States experiences a much stronger sense of this âbrotherhoodâ. Sports as a
socialising agent plays other functions in the minority ethnic group in the creation of
âblack spacesâ and in using sports as an indication of community identity. (Carrington
267)
Sociologically, the idea is not a new one. Children use games and sports as the
primary socialising activity to fit in. âAs social organisms, humans have a basic need to
belong to and feel part of a group and to learn how to live and work in groups with
different compositions and for different purposes. Play serves several functions in
satisfying these needs and developing these social and emotional life skills.â (Isenberg;
Quisenberry) âIn later childhood and early adolescence, children's play is more organized
and structured as their passion for orderly thinking manifests itself through games with
rules and in organized sports. Winning becomes important as they begin to internalize
that winning means following the rules. This is the age when team sports become
important. As children grow in social awareness, their focus moves from the family and
school to the peer group⊠they better understand how they will fit into the significance
and structure of their social, political, and economic systemsâ (Hughes: 1999; Manning:
2002 qtd. in Isenberg; Quisenberry)
In elitist circles, sports such as Sunday golf at the country club becomes a
substitute for this childhood socialising activity. The âdoing something togetherâ
becomes a way of arriving at a spirit of togetherness. âJoining a golf club is not an
innocent activity: it activates (and requires) a whole network of social contacts and
badges of status.â (âSport Cultureâ) In many urban cultures, the Sunday golf activity has
been replaced by such other activities as going to the gymnasium or attending yoga
classes as the territory of the sporting culture is being encroached upon by the fitness
culture, and as distinctions between the upper-class and upper-middle class merge. But
they continue to serve as modes of inclusive-and-exclusive patters in social circles.
But the Ball is still in your Court
Despite how sports can serve as an including activity, there is a certain category it
chooses to exclude and that is that of the woman. A gender study of sports would reveal
that sport is still considered predominantly a male activity. âSport is a social and cultural
process in which social constructions of masculinity and femininity play a key role. Sport
is traditionally associated with masculinity. In many societies, it is considered
inappropriate for women to engage in sports, and women who do may be perceived as
masculine. Conversely, men who do not engage in sports or who are not talented in sports
may be labelled as unmanly.â (âGender & Sportâ)
Hence few, if any, advertisements that centre on sports have a woman
sportsperson or are directed towards women. When they are, the result is something like
what is found in this advertisement.
So far we have seen how sport advertising thrives primarily on passion and
fierceness. Yet, as soon as the target audience shifts in sex, so does the tonality. The
above advertisement is for âLadies Professional Golfâ on ESPN. Notice how the golf
shoe has been combined with a very female symbol of high heels. The aggressiveness of
sports has now made way for a more toned down, subtle tone that is typical of
advertisements directed at women. This presents two trends in such advertising.
First is that as with all other advertising, the woman is still primarily an aesthetic
object first, followed by anything else. This is perhaps because sport has been a construct
of naturalising male dominance and female subordination in many cultures. (McKay;
Messner; Sabo 1-2) Therefore, the female sportsperson will most likely be portrayed as a
sports model as opposed to a winner. The advertisements now are devoid of assertive,
fist-pumping, challenging, open images but are replete with demure, coy, somewhat
suggestive images. The physical aspects that are accentuated are not muscles that depict
strength but rather a toned body, which is inviting rather than intimidating.
At the other end, there is a conscious effort to try and project the New Woman as
empowered. âThe New Woman typically values self-fulfillment and independence rather
than the stereotypically feminine ideal of self-sacrifice; believes in legal and sexual
equality⊠is athletic or otherwise physically vigorousâŠâ (âHedda Hablerâ) In womenâs
sport advertising this is brought to the fore by using acclaimed sportswomen so that it
becomes easier to sell the athlete as an athlete, rather than create an athlete. Which is
what has been tried here with the help of Serena Williams.
The language is now more masculine, more âsportyâ. There is an attempt to
project sports as an acceptable activity for women to engage in. Even when no actual
sport comes into play, the effect is somewhat similar as in the following advertisements.
The above adverts all seem to create the myth that the New Woman has arrived.
Yet a paradox exists here that cannot be ignored. These seemingly empowering
advertisements still sell the woman based on her physical attributes strongly subject to
the male gaze. âThere is very little difference between ads in fashion magazines, sports
magazines, and pornography.â (âWomenâs Bodies in Sports Adsâ) Hence, the accentuated
physical aspects are very typically the most often sexualised ones. The word
âATHLETEâ appears just above the womanâs chest, the womanâs rear is ironically
voluptuous and the knees look anything but scraped and bruised. What is arrived at is the
belief that womenâs advertising has changed and met with success, while all the time
remaining unchanged.
Game Point
Advertising thus opens up different areas to explore the cultural significance of
sports with reference to various vantage points. What advertising does in trying to sell a
host of commodities to the market is sell it coupled with things that the market actually
wants to buy; most often, these are intangible qualities that product tries to associate itself
with. Thus, the analysis of sports advertising becomes important to understand what other
roles sports plays in different societies, how much is taken for granted and how much is
yet to be understood.
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