Sport, Tribes, and Technology

  title={Sport, Tribes, and Technology},
  author={Steven J. Jackson and Brendan Hokowhitu},
  journal={Journal of Sport \& Social Issues},
  pages={125 - 139}
This study examines how global forces are shaping local indigenous cultures with a particular focus on the relationship between global capitalism, new media technologies, and transnational advertising. Concentrating on Mäori culture and identity in Aotearoa/New Zealand, the authors examine a contemporary political debate related to indigenous culture and intellectual property rights. Specifically, the study explores the politics of identity associated with global sports company Adidas and its… Expand
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