Nike culture : the sign of the swoosh

 Content: Suddenly the Swoosh is Everywhere --
 Nike\'s Global Landscape --
 Logomania --
 The Great American Philosophy: \'\'Just Do It\'\' --
 Just Metacommunicate It --
 Appropriation --
 Tone of Voice: Metacommunication and Subtext --
 Hailing Sports Cultures --
 Advertising and the Knowing Wink --
 Exposing Commercialism? --
 Nike and the Construction of a Celebrity Democracy --
 The Ambivalence of Hero Worship --
 The Multiple Personalities of Nike --
 The Community of Sport and Play --
 Transcendence in the Human Community --
 Reflexivity and Irreverence --
 Constructing Irreverence and Sign Value --
 The Absence of the Commodity --
 Media-Referential Irreverence --
 The Politics of Irreverence --
 In Your Face Cynicism --
 Irreverence Feeding Cynicism --
 You Suck! --
 Alienation, Hope and Transcendence: Determinism or Determination? --
 Poverty, Hope, and Transcendence --
 The \'\'Work\'\' Ethic: Cultural Capital Made the Old-Fashioned Way --
 Appropriating African American Culture --
 Hyperauthenticity and \'\'Street\'\' Vernacular --
 The Shadows of Race and Class --
 Signifiers of Alienation and Humanity --
 Transcending Difference? Representing Women in Nike\'s World --
 Gender Difference in Nike ads --
 Reacting Against the Male Gaze --
 Hailing a New Market in a Different Voice --
 Constructing Female Celebrity Athletes --
 The New Woman in the New Capitalist World Order --
 There are Many Paths to Heaven --
 Spitituality a la Carte --
 Suffering to Win --
 Re-Enchanting a Disenchanted World --
 \'\'Just Do It,\'\' but not on My Planet --
 From Cultural Icon to Symbolic Capital.