No abstract

This genealogical examination of Michael Jordan’s popular signification reveals a complex narrative that incorporates many of the historically grounded racial codes that continue to structure the racial formation of the United States. Borrowing judiciously from cultural studies, poststructuralist, and postmodern theorizing, this paper critically analyzes the imaged persona of Michael Jordan as an important site of mediated popular culture, at which specific racial ideologies are publicized and authorized in support of the reactionary agenda of the post-Reaganite American imaginary. As such, this paper attempts to develop a critical media literacy that encourages readers to interrogate their engagement with the racially oppressive discursive tracts circulated by the popular media.

This article engages and extends understanding of the interrelated concepts of prosumption, the prosumer, prosumer capitalism, and McDonaldization in relation to the highly commodified and spectacularized world of professional sport. Developing an understanding of modern sport forms as having always exhibited prosumptive dimensions, the discussion focuses on the contemporary sporting context. The analysis highlights the increasingly intertextual and interactive nature of sport prosumption, as realized through Web 2.0 technologies, such as Twitter, Facebook, YouTube, blogs, and website comment pages, all of which provide a means of contributing toward (and thereby co-producing) the prosumer sport spectacle. Within this explication of sporting prosumption, we focus on empirical forms occupying the center of the prosumption continuum: those expressions wherein the productive and consumptive aspects of prosumption are ''more or less evenly balanced.'' In doing so, we examine sport spectatorship as a form of material prosumption-the digital-based prosumption implicit within ''socialmediasport'' and the enmeshed digital and material prosumption constitutive of eSport. Our aim is to critically explicate the prosumptive dimensions of contemporary sport culture and, in conclusion, to contribute to the wider dialogue regarding the nature and implications of prosumer capitalism.

Within this paper we offer what is hopefully both a suggestive (as opposed to definitive) and generative (as opposed to suppressive) signposting of the ontological, epistemological, and methodological boundaries framing the putative intellectual project that is Physical Cultural Studies (PCS). Ground in a commitment toward engaging varied dimensions or expressions of active physicality, we deliberate on an understanding of, and approach to, the corporeal practices, discourses, and subjectivities through which active bodies become organized, represented, and experienced in relation to the operations of social power. Further, drawing on Toby Miller, we suggest that this approach requires a motivation toward progressive social change. We consider the political and axiological contingencies of PCS, how it is differentiated from the “sociology of sport,” and how we may produce the type of knowledge that is able to intervene into the broader social world and make a difference. We are sure many will disagree—perhaps with good reason—with our assumptions. Indeed, such differences are welcomed for we feel that there is greater progressive potential in a field in tension, in healthy contestation, and, in which debates surrounding ontology, epistemology, political intent, method, interpretation, expression, and impact flow freely.

This article provides a counterpoint to analyses of contemporary sport culture that falsely polarize the global and the local, in a manner that tends to privilege, and indeed romanticize, expressions of the sporting local. Rather than treating them as mutually exclusive categories, this discussion seeks to further the understanding of the constitutive interdependence linking the (sporting) global and the (sporting) local. In looking to further the understanding of the contemporary sporting landscape, we offer an alternative approach that reinscribes the influence of the global in shaping structures, practices, and experiences of the sporting local. The processual and empirical continuum through which we conceptualize globalization is bounded by grobalization (the imperialistic ambitions of nations, corporations, organizations, and the like and their desire, indeed need, to impose themselves on various geographic areas) and glocalization (the interpenetration of the global and the local, resulting in unique outcomes in different geographic areas): the grobal and the glocal. We discuss four sport scenarios, and illustrate the manner in which they exhibit – in varying inflections and to varying intensities – the necessary, but never guaranteed, interpenetrative relationship between the grobal and the glocal. This is achieved by both problematizing the very possibility of the sporting local within conditions of intensive and extensive globalization (leading to the concept of the glocal), and simultaneously explicating the importance of the global (through the concept of the grobal) to the structure and experience of everyday sport cultures.