Sarah Gee
Biographic Data
| ID | 3747310 |
|---|---|
| NAME | Sarah Gee |
| GIVEN NAMES | Sarah |
| FAMILY NAME | Gee |
| SIGNATURE | GEE S |
| AFFILIATIONS | Massey University |
| ORCID | 0000-0002-2997-6563 |
| VERIFIED | No |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 35 |
| WORKS AS AUTHOR | 8 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2009 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
A Material Cultural Examination of Hockey-Related Beer Cans, Bottles, and Minikegs Collected by the Hockey Hall of Fame
This study offers a critical inquiry into a sample of 230 hockey-themed beer vessels to explore how hockey is represented on these items and how such imagery links to broader social and cultural significances. Positioned within material cultural studies, the research uses iconology to interrogate how these beer vessels reflect and shape symbolic and ideological narratives. Four dominant themes emerged: team identity, national identity, hockey ico…
Building bridges
Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a relian…
Alcohol Sponsorship and New Zealand Regional Rugby Unions
Fans’ Perceptions of Professional Tennis Events’ Social Media Presence
This article aims to develop a better understanding of how sport fans perceive events’ social media presence. An online qualitative survey was conducted with sport fans ( n = 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans perceive the events’ usage of social media to be about three aspects: interaction, insight, and brand anthropomorphism. In addition, fan responses s…
Carnivalesque culture and alcohol promotion and consumption at an annual international sports event in New Zealand
This study investigated the promotion and consumption of alcohol at the 2012 New Zealand Rugby Sevens Tournament. The paper uses a quantitative survey to gain insight into how attendees experienced the event in relation to alcohol promotions and alcohol consumption. One hundred and six participants completed the survey, the results of which highlight respondents' opinions of: (a) the appearance and role of alcohol promotions at the event; (b) the…
Sexual Ornament” or “Spiritual Trainer”? Envisioning and Marketing to a Female Audience Through the NHL’s “Inside the Warrior” Advertising Campaign
This study investigates the unique association between female hockey fans, dominant conceptions of gender in sport, and the role of cultural intermediaries in the cultural production of media texts. In particular, it focuses on the National Hockey League’s “Inside the Warrior” advertising campaign created by marketing agency Conductor (for the relaunch of the League after the 2004–2005 lockout), that was, in part, envisioned for and marketed to t…
Leisure corporations, beer brand culture, and the crisis of masculinity
Leisure corporations and their brands are becoming increasingly signified to represent certain values and attitudes towards leisure and particular aspects of identity. One popular leisure product and practice is beer and its consumption, which also plays a role in constructing identity and, more specifically, masculinity. Within the context of contemporary promotional culture, beer advertising serves to reproduce the cultural links between mascul…
Mediating Sport, Myth, and Masculinity
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 accentu…
Mediating Sport, Myth, and Masculinity
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 accentu…
Leisure corporations, beer brand culture, and the crisis of masculinity
Leisure corporations and their brands are becoming increasingly signified to represent certain values and attitudes towards leisure and particular aspects of identity. One popular leisure product and practice is beer and its consumption, which also plays a role in constructing identity and, more specifically, masculinity. Within the context of contemporary promotional culture, beer advertising serves to reproduce the cultural links between mascul…
Fans’ Perceptions of Professional Tennis Events’ Social Media Presence
This article aims to develop a better understanding of how sport fans perceive events’ social media presence. An online qualitative survey was conducted with sport fans ( n = 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans perceive the events’ usage of social media to be about three aspects: interaction, insight, and brand anthropomorphism. In addition, fan responses s…
Carnivalesque culture and alcohol promotion and consumption at an annual international sports event in New Zealand
This study investigated the promotion and consumption of alcohol at the 2012 New Zealand Rugby Sevens Tournament. The paper uses a quantitative survey to gain insight into how attendees experienced the event in relation to alcohol promotions and alcohol consumption. One hundred and six participants completed the survey, the results of which highlight respondents' opinions of: (a) the appearance and role of alcohol promotions at the event; (b) the…
Mediating Sport, Myth, and Masculinity
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 accentu…
Leisure corporations, beer brand culture, and the crisis of masculinity
Leisure corporations and their brands are becoming increasingly signified to represent certain values and attitudes towards leisure and particular aspects of identity. One popular leisure product and practice is beer and its consumption, which also plays a role in constructing identity and, more specifically, masculinity. Within the context of contemporary promotional culture, beer advertising serves to reproduce the cultural links between mascul…
Sexual Ornament” or “Spiritual Trainer”? Envisioning and Marketing to a Female Audience Through the NHL’s “Inside the Warrior” Advertising Campaign
This study investigates the unique association between female hockey fans, dominant conceptions of gender in sport, and the role of cultural intermediaries in the cultural production of media texts. In particular, it focuses on the National Hockey League’s “Inside the Warrior” advertising campaign created by marketing agency Conductor (for the relaunch of the League after the 2004–2005 lockout), that was, in part, envisioned for and marketed to t…
Fans’ Perceptions of Professional Tennis Events’ Social Media Presence
This article aims to develop a better understanding of how sport fans perceive events’ social media presence. An online qualitative survey was conducted with sport fans ( n = 105) of four professional tennis events (Australian Open, Roland Garros, Wimbledon, and U.S. Open). Findings suggest that fans perceive the events’ usage of social media to be about three aspects: interaction, insight, and brand anthropomorphism. In addition, fan responses s…
Carnivalesque culture and alcohol promotion and consumption at an annual international sports event in New Zealand
This study investigated the promotion and consumption of alcohol at the 2012 New Zealand Rugby Sevens Tournament. The paper uses a quantitative survey to gain insight into how attendees experienced the event in relation to alcohol promotions and alcohol consumption. One hundred and six participants completed the survey, the results of which highlight respondents' opinions of: (a) the appearance and role of alcohol promotions at the event; (b) the…
Alcohol Sponsorship and New Zealand Regional Rugby Unions
Building bridges
Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a relian…
A Material Cultural Examination of Hockey-Related Beer Cans, Bottles, and Minikegs Collected by the Hockey Hall of Fame
This study offers a critical inquiry into a sample of 230 hockey-themed beer vessels to explore how hockey is represented on these items and how such imagery links to broader social and cultural significances. Positioned within material cultural studies, the research uses iconology to interrogate how these beer vessels reflect and shape symbolic and ideological narratives. Four dominant themes emerged: team identity, national identity, hockey ico…
Business (7 works) · Advertising (6 works) · Political science (6 works) · Sociology (6 works) · Sport and Mega-Event Impacts (6 works) · Sports, Gender, and Society (5 works) · Law (3 works) · Media, Gender, and Advertising (3 works) · Psychology (3 works) · Public relations (3 works)