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

  title={Michael Jordan’s Family Values: Marketing, Meaning, and Post-Reagan America},
  author={Mary G. Mcdonald},
  journal={Sociology of Sport Journal},
  • 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… 
Making American White Men Great Again: Tom Brady, Donald Trump, and the Allure of White Male Omnipotence in Post-Obama America
  • Kyle W. Kusz
  • Art
    The Palgrave Handbook of Masculinity and Sport
  • 2019
In this chapter, I critically examine cultural representations—advertisements, journalistic accounts, social media, documentaries, and even film and television cameos—of New England Patriots’
The Neoliberal Disciplining of LeBron James and Kevin Durant: Sports Media Discourse on NBA Free Agency as Ideological Critique
  • Matt Foy
  • Sociology
    Journal of Sport and Social Issues
  • 2020
Through content analysis of sports media commentary focusing on the high-profile free agencies of NBA stars LeBron James and Kevin Durant, the author demonstrates how commercial sports media
Who Says Man Wasn't Meant to Fly: History of Air Jordan Advertising, Portrayal and Race from 1984-2003
Michael Jordan became one of the most influential figures in history through his success in basketball and from his endorsements. The most significant of those endorsements was his partnership with
Media portrayals of Tiger Woods: a qualitative deconstructive examination.
The purpose of this study was to qualitatively examine televised media portrayals of Tiger Woods from a cultural studies perspective that is sensitive to historical patterns of minority participation
Mediating the giants: Yao Ming, NBA and the cultural politics of Sino-American relations
Abstract In this study, a qualitative approach is employed to examine former NBA player Yao Ming’s flexible and transnational identity, his role in the global expansion of the NBA into China, and his
Spectres of Jordan
Abstract Despite retiring from the National Basketball Association (NBA) in 2003, the iconic basketball player Michael Jordan continues to inform popular understandings of race and racial difference.
Ricky and Stick Icky: Marijuana, Sport, and the Legibility/Illegibility of Black Masculinity
In this article, I examine the ways the popular press, and two sport documentaries construct narratives of Ricky Williams’ marijuana use, early retirement, and return to the National Football League.
Dennis Rodman—“Barbie Doll Gone Horribly Wrongs”: Marginalized Masculinity, Cross-Dressing, and the Limitations of Commodity Culture
This article explores the relationship between NBA player Dennis Rodman's marginalized masculinity as a black male, his cross-dressing and gender play, and his location in consumer media culture.
That’s Who I Want to be
Through a critical examination of representational images produced by Nike and directed to female consumers, this article makes visible the politics and production of desire within Nike advertising
Race in the Present Day: NBA Employees Sound Off on Race and Racism
Resulting from the 2008 election (and 2012 re-election) of the first African-American President of the USA and the overrepresentation of African-American male athletes in American football and