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Sports, Beer, and Promotional Culture

Citation

Palmer, C, Sports, Beer, and Promotional Culture, The Business and Culture of Sports, Macmillan Reference, J Maguire (ed), USA, pp. 273-283. ISBN 978-0028664989 (2019) [Research Book Chapter]

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Abstract

Palmer assesses the relationship between sports and alcohol, particularly beer, in promotional culture. She highlights the hegemonic masculinity associated with beer drinking and sports and then addresses the power of beer as a cultural product in relation to the FIFA World Cup mega event. To conclude, Palmer discusses possible paths for future studies of the role of beer and its marketing in sports.

Item Details

Item Type:Research Book Chapter
Keywords:sport, beer, promotional culture
Research Division:Studies in Human Society
Research Group:Sociology
Research Field:Sociology and Social Studies of Science and Technology
Objective Division:Cultural Understanding
Objective Group:Arts and Leisure
Objective Field:Organised Sports
UTAS Author:Palmer, C (Professor Catherine Palmer)
ID Code:130023
Year Published:2019
Deposited By:Office of the School of Social Sciences
Deposited On:2019-01-06
Last Modified:2019-07-02
Downloads:0

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