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Sports, Beer, and Promotional Culture
Palmer, C, Sports, Beer, and Promotional Culture, The Business and Culture of Sports: Society, Politics, Economy, Environment, Macmillan Reference, J Maguire, M Falcouos and K Liston (ed), USA, pp. 273-283. ISBN 978-0028664989 (2019) [Research Book Chapter]
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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 Type:||Research Book Chapter|
|Keywords:||sport, beer, promotional culture|
|Research Division:||Human Society|
|Research Field:||Sociology and social studies of science and technology|
|Objective Division:||Culture and Society|
|Objective Group:||Sport, exercise and recreation|
|Objective Field:||Organised sports|
|UTAS Author:||Palmer, C (Professor Catherine Palmer)|
|Deposited By:||Office of the School of Social Sciences|
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