The Place of Golf in U.S. Imperialism  

Oleh:

Cole, CL

Jenis: Article from Journal - e-Journal
Dalam koleksi: Journal of Sport and Social Issues vol. 26 no. 4 (Nov. 2002), page 331-336.
Fulltext: 331.pdf (76.37KB)

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In opening his first press conference as a PGA player, a “coy” Tiger Woods took on an ambitious, postnational tone.On August 28, 1996, with outwardly discomfited affect, Woods stood behind a microphone and stammered, “I guess ...hello world.” The promotional/economic force behind the staged modesty became apparent when Nike, almost immediately, released what became one of the year’s most popular print and television campaigns—“Hello World.” The ad, a narrative about America’s progressive racial transformations through golf, featuresWoods’s then lifetime golf accomplishments, a confrontational statement (“There are still courses in the United States I am not allowed to play because of the color of my skin.”),and a closing question that reiterates the ad’s global address and the codes of civil rights, challenge, and triumph (“Hello world.I hear I’m not ready for you.Are you ready for me?”).Woods, at this point, had signed a $40 million endorsement deal with the multinational corporate giant.

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