Representing the Sportsperson: Television Advertisements and the Evolution of Sports Discourse in India

This paper follows a call for a new direction for sports studies in India, orienting it towards the field of cultural studies. It focuses on the representation of the figure of the sports celebrity in television advertising in India from the 1980s to the present, establishing the various kinds of re...

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Bibliographic Details
Published inSouth Asia Vol. 42; no. 4; pp. 623 - 637
Main Author Jha, Sonal
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 04.07.2019
Taylor & Francis Ltd
Subjects
Advertisements
Advertising
Celebrities
Cricket
Cultural studies
darshan
Discourse
empty signifier
hero
Historical analysis
icon
representation
Sports
sports discourse
sports studies in India
sports-media complex
sportsperson
Television
television advertising
India
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Summary:This paper follows a call for a new direction for sports studies in India, orienting it towards the field of cultural studies. It focuses on the representation of the figure of the sports celebrity in television advertising in India from the 1980s to the present, establishing the various kinds of representations of this figure, and proceeds to a historical analysis of the changes that these representations have undergone over time. It also argues that the evolution of the celebrity sportsperson, and the meanings attached to this figure, can help in tracing larger changes in sports discourse in India.
ISSN:0085-6401
1479-0270
DOI:10.1080/00856401.2019.1616434