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Maradona Inc: performance politics off the pitch

Salazar Sutil, N (2008) Maradona Inc: performance politics off the pitch International Journal of Cultural Studies, 11 (4).

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This article addresses the blurring boundaries between celebrity, media sports, cultural identity and politics. I explore the case of media sport star Diego Maradona, whose strategies of public representation highlight the way in which politics and popular culture can overlap. First, the article offers a general overview of the theorization of football in Latin America. Central to my discussion is the problematic use of concepts like `identity' and `belonging' to define football politics. I insist on a theoretical reformulation of political culture in global contexts, and point to an understanding of media personalities such as Maradona as currency within markets of cultural and political production. This analysis suggests that `Maradona Inc.' can be understood as a corporate and performative semiosphere that is continuously shifting, so that fans can project onto the fetish-like and vacant image of the celebrity whatever they wish.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Guildford School of Acting
Authors :
Salazar Sutil, N
Date : December 2008
DOI : 10.1177/1367877908096053
Contributors :
ContributionNameEmailORCID, J
Additional Information : Published in International Journal of Cultural Studies, 11 (4) 2008. Copyright 2008 Sage Publications.
Depositing User : Symplectic Elements
Date Deposited : 18 Jul 2014 16:18
Last Modified : 05 Mar 2019 10:39

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