Mediating Sport, Myth, and Masculinity: The National Hockey League�s �Inside the Warrior� Advertising Campaign

• Autores: Sarah Gee
• Localización: Sociology of sport journal, ISSN 0741-1235, Vol. 26, Nº. 4, 2009, págs. 578-598
• Idioma: inglés
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• Resumen

  • 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 hypermasculine �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.