Gee_2009_NHL+Inside+the+Warrior - 578 The author is with...

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Unformatted text preview: 578 The author is with the School of Physical Education, University of Otago, Dunedin, New Zealand. Sociology of Sport Journal, 2009, 26, 578-598 © 2009 Human Kinetics, Inc. Mediating Sport, Myth, and Masculinity: The National Hockey League’s “Inside the Warrior” Advertising Campaign Sarah Gee University of Otago This study examines the development and production of the National Hockey League’s (NHL) 2005–2006 “Inside the Warrior” advertising campaign. Three aspects of the creative process are explored: (1) the context of the 2004–2005 NHL lockout season that led to the League’s ensuing relaunch and rebranding exercise for a new professional ice hockey product within the entertainment industry; (2) the promotional devices used in the campaign that accentuate its explicit hyper- masculine “warrior” theme; and (3) interviews with executives from Conductor that offer important insights on their construction of a warrior theme and the existent nature of the crisis of masculinity. Taken collectively, it is argued that the NHL’s “Inside the Warrior” campaign is exemplary for exploring the crisis of masculinity inasmuch as it highlights how one major sport-entertainment-media partnership created, produced, and (re)presented a mythical form of hegemonic masculinity, a contemporary hockey warrior hero, for public consumption. Cette étude porte sur le développement et la production de la campagne publicitaire « Inside the Warrior » de la Ligue nationale de hockey (LNH) en 2005-2006. Trois aspects du processus de création sont explorés : 1) le contexte de lockout propre à la saison 2004-2005 de la LNH qui a mené la ligue à se relancer et à refaire l’image d’un nouveau produit de hockey professionnel au sein de l’industrie du divertissement, 2) les outils promotionnels utilisés dans la campagne qui accentu- ent son thème explicite de « guerrier » hyper masculin et 3) des entrevues avec les cadres de la compagnie Conductor qui offrent des points de vue importants sur la construction du thème de guerrier et sur la nature de la crise de la masculinité. Il est suggéré que la campagne publicitaire de la LNH est exemplaire dans son exploration de la crise de la masculinité, surtout qu’elle met en relief la façon dont un partenariat majeur entre le sport, le divertissement et les médias a été créé et a (re)présenté, à des fins de consommation publique, une forme mythique de l’hégémonie masculine : le héro hockeyeur/guerrier contemporain. 578 Mediating Sport, Myth, and Masculinity 579 It has become a cliché to argue that masculinity is in crisis. But although men’s privilege is under unprecedented material and ideological challenge, the briefest historical survey will show that masculinity has always been in one crisis or another. (MacInnes, 1998, p. 11) MacInnes and other scholars within sociological and cultural studies suggest that men, both individually and collectively, are experiencing a displacement of...
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This note was uploaded on 09/27/2011 for the course ARTS AND S 90:101:59 taught by Professor Markschuster during the Fall '10 term at Rutgers.

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Gee_2009_NHL+Inside+the+Warrior - 578 The author is with...

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