Michael Jordan’s Family Values: Marketing, Meaning, and Post-Reagan America

@article{Mcdonald1996MichaelJF,
  title={Michael Jordan’s Family Values: Marketing, Meaning, and Post-Reagan America},
  author={Mary G. Mcdonald},
  journal={Sociology of Sport Journal},
  year={1996},
  volume={13},
  pages={344-365}
}
  • M. Mcdonald
  • Published 1 December 1996
  • Art
  • Sociology of Sport Journal
Michael Jordan ’s body offers a significant site to explore larger cultural meanings and anxieties in post-Reagan America. Informed by cultural studies sensibilities, this paper explores selected sporting and advertising accounts to suggest that representations of Jordan’s athletic body are constructed by promoters in ways which rely on particular associations of Black masculinity, sexuality, and the nuclear family. The carefully crafted image of Michael Jordan offers an enticing portrait of… 
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