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The media sports cultural complex. Research Completed
This article explores the interdependence of interest groups operating within the media sports cultural complex related to rugby union in New Zealand/Aotearoa. The authors scrutinise corporate “partnerships” between the New Zealand Rugby Union, Adidas, and News Corporation in relation to issues and debates surrounding the globalisation of the All Blacks. They consider how the interrelated (but not interchangeable) commercial objectives of these organisations, set limits and exert powerful pressures on aspects of the production and consumption of the national sporting mythology in New Zealand.
Keywords:
culture, economics, globalisation, marketing and advertising, national identity, rugby, social capital, sports,
