Michael Jordan, Inc.
Uses Michael Jordan as a vehicle for viewing the broader social, economic, political, and technological concerns that frame contemporary culture.
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Ten essays consider the public existence of Michael Jordan, at the intersection between corporate and media interests. Addressing broad social, economic, political, and technological questions these essays consider Jordan's role in and influence on the celebrity economy, corporate culture, identity politics, and the global marketplace. Race relations, Nike merchandising and marketing, and critical pedagogy are granted prominent attention. Contributors include scholars of cultural studies, sociology, physical education, and African-American studies. Annotation © Book News, Inc., Portland, OR
foreword: From Paul Robeson to Althea Gibson to Michael Jordan: Images of Race Relations and SportIntroduction: Michael Jordan Matterspt. IJordan and the Celebrity Economy1Representing Michael32Michael Jordan and His Uniform Number15pt. IIJordan and Corporate Culture3The Sport Spectacle, Michael Jordan, and Nike: Unholy Alliance?374Nike's America / America's Michael Jordan65pt. IIIJordan and Identity Politics5The Fact(s) of Michael Jordan's Blackness: Excavating a Floating Racial Signifier1076Safe Sex Symbol?: Michael Jordan and the Politics of Representation153pt. IVJordan and the Global Marketplace7The Global Jordanscape1778Michael Jordan, Sneaker Commercials, and Canadian Youth Cultures217pt. VJordan and Critical Pedagogy9Be Like Mike?: Michael Jordan and the Pedagogy of Desire25910Just Do It: What Michael Jordan Has to Teach Us269contributors277index281
