Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11144/5142 |
Resumo: | Corporate brands play a social role through the discourses they broadcast on their social media. The sports celebrity acts as a cultural intermediary and communicating instrument in the value system that the brand brings together in defence of social, cultural and ethnic diversity (Turner, 2004; Erdogan, 1999; Marshall, 1997). From this perspective, the aim of this proposal is to detect the socio-cultural elements that articulate the discourse constructed by the Nike sports brand in defence of racial and ethnic equality in sport. Methodologically, the content analysis approach is adopted (Krippendorff, 2013). The data consists of 3 short films that make up a campaign created by the sports brand Nike called "Common Thread". The criterion for their selection was the discursive projection that the brand emits in favour of socio-cultural equality on Instagram. In order to define the model of analysis, the classical studies of Greimas (1976) and McCracken (1989) is taken as a starting point. The results show that the brand manifests itself on social media as a social agent that promotes equality and racial-ethnic rights for the black sports community through sport and culture. |
id |
RCAP_27cf4b6a2245ebe7fceae05ee808cf24 |
---|---|
oai_identifier_str |
oai:repositorio.ual.pt:11144/5142 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagramBrandvaluescelebritydiscoursesocial mediaCorporate brands play a social role through the discourses they broadcast on their social media. The sports celebrity acts as a cultural intermediary and communicating instrument in the value system that the brand brings together in defence of social, cultural and ethnic diversity (Turner, 2004; Erdogan, 1999; Marshall, 1997). From this perspective, the aim of this proposal is to detect the socio-cultural elements that articulate the discourse constructed by the Nike sports brand in defence of racial and ethnic equality in sport. Methodologically, the content analysis approach is adopted (Krippendorff, 2013). The data consists of 3 short films that make up a campaign created by the sports brand Nike called "Common Thread". The criterion for their selection was the discursive projection that the brand emits in favour of socio-cultural equality on Instagram. In order to define the model of analysis, the classical studies of Greimas (1976) and McCracken (1989) is taken as a starting point. The results show that the brand manifests itself on social media as a social agent that promotes equality and racial-ethnic rights for the black sports community through sport and culture.OBSERVARE. Universidade Autónoma de Lisboa2021-07-23T12:05:52Z2021-07-01T00:00:00Z2021-07info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfapplication/pdfhttp://hdl.handle.net/11144/5142eng1647-7251https://doi.org/10.26619/1647-7251.DT21.4Díaz-Bajo Rodriguez, JavierMartínez-Borda, Rutinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-11T02:27:53Zoai:repositorio.ual.pt:11144/5142Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:35:42.292467Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
title |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
spellingShingle |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram Díaz-Bajo Rodriguez, Javier Brand values celebrity discourse social media |
title_short |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
title_full |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
title_fullStr |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
title_full_unstemmed |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
title_sort |
Sports celebrity as an intermediary and cultural instrument of fundamental rights and ethnic-racial equality. A study of the corporate campaign "common thread", published by the sports brand Nike on instagram |
author |
Díaz-Bajo Rodriguez, Javier |
author_facet |
Díaz-Bajo Rodriguez, Javier Martínez-Borda, Rut |
author_role |
author |
author2 |
Martínez-Borda, Rut |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Díaz-Bajo Rodriguez, Javier Martínez-Borda, Rut |
dc.subject.por.fl_str_mv |
Brand values celebrity discourse social media |
topic |
Brand values celebrity discourse social media |
description |
Corporate brands play a social role through the discourses they broadcast on their social media. The sports celebrity acts as a cultural intermediary and communicating instrument in the value system that the brand brings together in defence of social, cultural and ethnic diversity (Turner, 2004; Erdogan, 1999; Marshall, 1997). From this perspective, the aim of this proposal is to detect the socio-cultural elements that articulate the discourse constructed by the Nike sports brand in defence of racial and ethnic equality in sport. Methodologically, the content analysis approach is adopted (Krippendorff, 2013). The data consists of 3 short films that make up a campaign created by the sports brand Nike called "Common Thread". The criterion for their selection was the discursive projection that the brand emits in favour of socio-cultural equality on Instagram. In order to define the model of analysis, the classical studies of Greimas (1976) and McCracken (1989) is taken as a starting point. The results show that the brand manifests itself on social media as a social agent that promotes equality and racial-ethnic rights for the black sports community through sport and culture. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-07-23T12:05:52Z 2021-07-01T00:00:00Z 2021-07 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/11144/5142 |
url |
http://hdl.handle.net/11144/5142 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1647-7251 https://doi.org/10.26619/1647-7251.DT21.4 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
OBSERVARE. Universidade Autónoma de Lisboa |
publisher.none.fl_str_mv |
OBSERVARE. Universidade Autónoma de Lisboa |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799136832476151808 |