Document Type

Article

Publication Date

9-1991

Abstract

As part of their "Revolution in Motion" advertising campaign in 1987, Nike introduced the controversial television commerical that featured, as a sound track, the 1968 Beatles song Revolution. Located within a contemporary framework of time and place, emotion and message, politics and consumption, and capitalism and pleasure, the commercial can be articulated to a critical debate that has increasingly come to determine our political and affective lives. Thispaper focuses on the nature of this debate as it has emerged over the last decade and addresses, among other things, the legacy of the 1960s, the rise of the fitness movement, the insertion of the Baby Boom generation into the marketplace, the definition of American quality of life, and the rise of the political New Right.

Comments

Article published in Sociology of Sport Journal, 8, pp 258-271 (1991).

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