Passing to India

A critique of American football’s expansion

Bibliographic Data

ID11267072
AuthorsErika Polson (0000-0002-1056-7428, University of Denver, corresponding author), Erin Whiteside (University of Tennessee at Knoxville)
Year2014
Volume36
Issue5
Pages661-678
Publication date2014-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/0163443714532982
OpenAlexW2112159403
LanguageEN
Citations received2
References cited27

Although India has long held a passion for cricket, an organization called the Elite Football League of India (EFLI) is looking to disrupt that sporting nerve center, and introduce the foreign sport of American football to the country’s growing middle class. While it is too soon to assess how Indian audiences will respond to, negotiate and perhaps create new cultural practices around American football, we focus this article on an analysis of efforts made by promoters of the new league to create a cultural context in which this very foreign game might make sense. Drawing from press releases, promotional videos and news coverage, we demonstrate how language of social, economic and individual (male) development is deployed to create American football as a platform for delivering global brands to a vast Indian market. In deconstructing these efforts, we critically explicate how creative practices are implemented to produce an atmosphere within which globalization may occur

Advertising · Business · Context (archaeology · Cricket · Elite · Football · Globalization · League · Media studies · Middle class · Negotiation · Political science · Politics · Public relations · Social science · Sociology · History · Law · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society

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