More documents from Moraga, Jorge E.
More documents from Social Inclusion

Export to your Reference Manger

Please Copy & Paste



Bookmark and Share

You made El Team-O!: the transnational browning of the National Basketball Association through the "Noche Latina" marketing campaigns

[journal article]

Moraga, Jorge E.

fulltextDownloadDownload full text

(external source)

Citation Suggestion

Please use the following Persistent Identifier (PID) to cite this document:

Further Details
Abstract This essay pushes beyond the black-white binary in an effort to expand understandings into the relationship between sport, Latinidad, and global capitalism in the 21st century. Through a discursive analysis into the National Basketball Association (NBA) outreach policies, I ask: do recent shifts in the NBA's marketing strategies, while alluding towards social inclusion and multicultural diversity, also contribute to the containment, exclusion, and marginalization to the fastest growing minority group in the United States: the Latina/o. By conducting a textual analysis into the NBAÄ's Noche Latina campaign, this essay makes the case that while the NBA may be another example of browning the sporting gaze the gaze remains fixed upon Western capitalist notions of identity and representation. An aim of this study seeks to highlight the contradictions within U.S. based-sport marketing in hopes that sport fans, pundits and academics alike might grapple with and strive towards understanding how phenomena like "Noche Latina" repackages racialized, sexist and cultural tropes for global television audiences and social media users alike.
Keywords multicultural society; social integration; sports; marketing; transnationalization; minority; exclusion; inclusion; United States of America
Classification General Sociology, Basic Research, General Concepts and History of Sociology, Sociological Theories; Leisure Research; Social Problems
Document language English
Publication Year 2015
Page/Pages p. 118-128
Journal Social Inclusion, 3 (2015) 3
Issue topic Sport for social inclusion: critical analyses and future challenges
ISSN 2183-2803
Status Published Version; peer reviewed
Licence Creative Commons - Attribution