Corporate nationalism and glocalization of Nike advertising in “Asia”: production and representation practices of cultural intermediaries

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Title

Corporate nationalism and glocalization of Nike advertising in “Asia”: production and representation practices of cultural intermediaries

Content partner

Lincoln University

Collection

Lincoln University Research Archive

Description

This paper explores the links between corporate nationalism and glocalization by examining Nike’s strategy of representing “the nation” within advertising campaigns in “Asia”. Drawing from interviews with advertising practitioners, this study offers two key findings: (a) sporting national identities are represented through a multilevel process of negotiations among various institutions and individuals; and (b) local cultural intermediaries play a central role in encoding and circulating the a...

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Format

Research Paper

Research format

Journal article

Date created

2012-03

Creator

Kobayashi, K

URL

https://hdl.handle.net/10182/8005

Related subjects

corporate nationalism / glocalization / Nike / advertising / Asia / cultural intermediaries / identities / Consumer-Oriented Product or Service Development / Marketing Communications / Marketing Research Methodology / Marketing Management (incl. Strategy and Customer Relations) / Commercial services / Gender studies / Sociology

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