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The commodified 23, or, Michael Jordan as text


, : The commodified 23, or, Michael Jordan as text. Sociology of Sport Journal 13(4): 325-343

Semiotics is employed in an examination of the US basketball star Michael Jordan (the signified) and his uniform number (the signifer). A systematic comparative framework is used to limit the potentially infinite multiplicity of interpretants. Its themes are the way Jordan expresses the modernity postmodernity division and is, himself, an aspect of this cultural characterization.

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Accession: 002980473

DOI: 10.1123/ssj.13.4.325

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