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A Sociology of the World Rally ChampionshipThe Promotional Context

A Sociology of the World Rally Championship: The Promotional Context [Well into the 1990s, there was a remarkable gap between the potential interest in the World Rally Championship (WRC) around the world (huge) and the efforts to coordinate media production and sport promotion (small). In fact, as late as 1996, each WRC rally still had to find its own partners for the production and broadcasting of images, as well as for the promotion of the event. But then things changed dramatically and the FIA (Fédération Internationale l’Automobile) was forced to take action. The initial causes of this change did not really have anything to do with rally. Sociologist Andrew Wernick published a book in 1991 called Promotional Culture: Advertising, Ideology and Symbolic Expression where he traces, ‘the unfolding relationship between the intensive and extensive development of the market as an organizing principle of social life, and the increasingly diffuse and convoluted forms of promotional communication to which this has given rise’ (Wernick, 1991, p. vii). This was as much a look into the future as an analysis of what was going on.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Sociology of the World Rally ChampionshipThe Promotional Context

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Publisher
Palgrave Macmillan UK
Copyright
© Palgrave Macmillan, a division of Macmillan Publishers Limited 2014
ISBN
978-1-349-48771-4
Pages
24 –54
DOI
10.1057/9781137405449_2
Publisher site
See Chapter on Publisher Site

Abstract

[Well into the 1990s, there was a remarkable gap between the potential interest in the World Rally Championship (WRC) around the world (huge) and the efforts to coordinate media production and sport promotion (small). In fact, as late as 1996, each WRC rally still had to find its own partners for the production and broadcasting of images, as well as for the promotion of the event. But then things changed dramatically and the FIA (Fédération Internationale l’Automobile) was forced to take action. The initial causes of this change did not really have anything to do with rally. Sociologist Andrew Wernick published a book in 1991 called Promotional Culture: Advertising, Ideology and Symbolic Expression where he traces, ‘the unfolding relationship between the intensive and extensive development of the market as an organizing principle of social life, and the increasingly diffuse and convoluted forms of promotional communication to which this has given rise’ (Wernick, 1991, p. vii). This was as much a look into the future as an analysis of what was going on.]

Published: Oct 24, 2015

Keywords: Energy Drink; Public Service Broadcaster; Promotional Context; Sport Sponsorship; National Broadcaster

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