to provide an active dramaturgical interrogation of both the contextual moment for women's professional basketball and motherhood and the personal experience of interviewing. By using a reflexive auto-ethnographic lens to gain an "Inter View (Kvale,1996) of my own positionality during the interviewing process and using performance ethnography to explore the emotions, the cultural positioning and experiences of Jackie Moore as an athlete and a mother this article intends to provide an alternative and Inter View of the personal interview as a research practice.
The age of global communication offers unique and challenging marketing possibilities, especially when attempting to reach a diversified global audience. Those who market global brands, especially, are in a prime position to capitalize on the rapid expanse of communication technology. Add sport to the mix, and one can potentially speak the language of billions of consumers. However, it is imperative that marketing professionals must not overlook the role that local identity practices play in the interpretation of globally-standardized marketing messages. One global campaign, in particular, is a prime example of this need -the International Olympic Committee's "Celebrate Humanity" campaign, which was released prior to the 2000 Summer Olympic Games held in Sydney, Australia.Using this campaign as our case study, we demonstrate the possibilities for both local consumption and interpretation of a global campaign within a specific cultural context. Specifically, we (a) consider the implications of local identity politics -in this case, of the United States -in response to a globallybased marketing message; (b), discuss the role "multiculturalism" and "multicultural discourse" comes to be used in understanding what it means to "be American" in late-Modern America; and (c), offer the International Olympic Committee's (IOC) self-proclaimed global marketing campaign titled "Celebrate Humanity" as a case study of how the local operates in response (and resistance) to the global. This case study brings together the disciplines of marketing, cultural studies, and communications research to illustrate the various ways in which "Celebrate Humanity" is understood within the United States. Additionally, we seek to raise a cautionary flag toward the use of singlemessage marketing campaigns for, as we will show, not understanding the cultural politics of a given locality leaves a ➤
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