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https://doi.org/10.17645/si.v3i3.134

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

[Zeitschriftenartikel]

Moraga, Jorge E.

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 ... mehr

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.... weniger

Thesaurusschlagwörter
multikulturelle Gesellschaft; soziale Integration; Sport; Marketing; Transnationalisierung; Minderheit; Exklusion; Inklusion; USA

Klassifikation
Freizeitforschung, Freizeitsoziologie
Allgemeine Soziologie, Makrosoziologie, spezielle Theorien und Schulen, Entwicklung und Geschichte der Soziologie
soziale Probleme

Sprache Dokument
Englisch

Publikationsjahr
2015

Seitenangabe
S. 118-128

Zeitschriftentitel
Social Inclusion, 3 (2015) 3

Heftthema
Sport for social inclusion: critical analyses and future challenges

ISSN
2183-2803

Status
Veröffentlichungsversion; begutachtet (peer reviewed)

Lizenz
Creative Commons - Namensnennung


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Home  |  Impressum  |  Betriebskonzept  |  Datenschutzerklärung
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.