As the great Tiger Woods steps down from the global stage, however temporarily, it is an interesting moment to consider the interplay of celebrity, sex, race and the corporatisation of sport. At first, I found all the hoopla difficult to understand. Tiger Woods always seemed so unremittingly phlegmatic that it’s hard to imagine him as the “sexposed!” “horndog!” described in all the tabloids.
But my image of Woods comes entirely from advertisements for Accenture, Gillette and Nike. My image is of Tiger the corporate logo, Tiger the symbol of well-executed “swoosh,” Tiger the carefully designed avatar of business acumen, family values and gentlemanly athleticism.… Seguir leyendo »