Tuesday, August 14, 2012

We can't 'Just do it' alone!

This essay summarizes the results from the survey presented by Floris Müller, Liesbet van Zoonen a Laurens de Roode from the University of Amsterdam in the article We can’t ‘Just do it’ alone! An analysis of Nike’s (potential) contributions to anti-racism in soccer.
The article mainly focuses on Nike’s campaign from 2005 Stand Up Speak Up and analyzes its impact on the contemporary sportsmen and sportfans. The campaigns main message was to abolish racism in all fields of sports, putting special emphasis on soccer. The campaign was aimed at the western european countries and the wristbands that were part of the spreading strategy, reached five million supporter and athletes. According to the survey result, the campaign was only successfull to a certain extent.

Works cited

MÜLLER, Floris, Liesbet VAN ZOONEN a Laurens DE ROODE. We can't 'Just do it' alone!: An analysis of Nike's (potential) contributions to anti-racism soccer. Media, Culture & Society. 2008, roč. 30, č. 1, s. 23-39.

HYLTON, Kevin. How a turn to critical race theory can contribute to our understanding of ‘race’, racism and anti-racism in sport.International Review for the Sociology of Sport. 2010, č. 3, s. 335-354.

LONG, Jonathan A. a Mike J. MCNAMEE. On the Moral Economy of Racism and Racist Rationalizations in Sport. International Review for the Sociology of Sport. 2004, č. 4, s. 405-420.

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