PUBLISHER'S ACKNOWLEDGEMENTS
SERIES EDITOR'S FOREWORD
ACKNOWLEDGEMENTS
CONTRIBUTORS
1 INTRODUCTION:MAPPING THE MEDIA SPORTS CULTURAL COMPLEX
PARTI MEDIA SPORT CONSTRUCTION:HISTORY,LABOUR,CULTURE AND ECONOMICS
2 SPORT AS ENTERTAINMENT:THE ROLE OF MASS COMMUNICATIONS
3 THE TV AND SPORTS INDUSTRIES
4 THE DREAM TEAM,COMMUNICATIVE DIRT,AND MARKETING SYNERGY:USA BASKETBALL AND CROSS-MERCHANDISING IN TELEVISION COMMERCIALS
5 CPORTS MEDIA SANS FRONTIERES
6 SPEAKING THE 'UNIVERSAL LANGUAGE OF ENTERTAINMENT':NEWS CORPORATION,CULTURE AND THE GLOBAL SPORT MEDIA ECONOMY
7 SPORTS PAGE:A CASE STUDY IN THE MANUFACTURE OF SPORTS NEWS FOR THE DAILY PRESS
8 BREAD,BUTTER AND GRAVY:AN INSTITUTIONAL APPROACH TO TELEVISED SPORT PRODUCTION
9 MEGA-EVEBTS AND MEDIA CULTURE:SPORT AND THE OLYMPICS
PARTII MEDIA SPORT DECONSTRUCTION:READINGS,FORMS,IDEOLOGIES AND FUTURES
10 LOCAL VISIONS OF THE GLOBAL:SOME RERSPECTIVES FROM AROUND THE WORLD
11 NIKE'S COMMUNICATION WITH BLACK AUDIENCES:A SOCIOLOGICAL ANALYSIS OF ADVERTISING EFFECTIVENESS VIA SYMBOLIC INTERACTIONISM
12 THE TELEVISED SPORTS MANHOOD FORMULA
13 THE BASIC CONTENT: 'IDEALLY BEAUTIFUL AND SEXY WOMEN FOR MEN'
14 'I WANT TO BE THE MINORITY':THE POLITICS OF YOUTHFUL WHITE MASCULINTIES IN SPORT AND POPULAR CULTURE IN 19905 AMERICA
15 WOMEN,SPORT AND GLOBALIZATION:COMPETING DISCOURSES OF SEXUALITY AND NATION
16 REPRSENTATIONS OF FOOTBALL IN BASEBALL LITERATURE: THE LYRIC FENWAY,THE PROSODY OF THE DODGERS,AND ARE YOU READY FOR OME FOOTBALL?
17 SPORT AS CONSTRUCTED AUDIENCE:A CASE STUDY OF ESPN'S THE EXTREME GAMES
18 CONYERGENCE: SPORT ON THE INFORMATION SUPERHIGHWAY
19 INTERNET COVERAGE OF UNIVERSITY SOFTBALL AND BASEBALL WEB SITES: THE INEQUITY CONTINUES
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