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American game, American mirror: Base...

Corzine, Nathan M.

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American game, American mirror: Baseball, beer, the media and American culture, 1933--1954.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	American game, American mirror: Baseball, beer, the media and American culture, 1933--1954./
作者:	Corzine, Nathan M.
面頁冊數:	137 p.
附註:	Source: Masters Abstracts International, Volume: 43-01, page: 0087.
Contained By:	Masters Abstracts International43-01.
標題:	History, United States. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1421127
ISBN:	0496258721

American game, American mirror: Baseball, beer, the media and American culture, 1933--1954.
Corzine, Nathan M.

American game, American mirror: Baseball, beer, the media and American culture, 1933--1954. - 137 p.

Source: Masters Abstracts International, Volume: 43-01, page: 0087.

Thesis (M.A.)--University of Missouri - Columbia, 2004.

The purpose of this research was to explore the nature of baseball's so-called 'American' virtues in the context of a growing consumer culture. The thesis explores the cultural links between baseball, beer and media. It also examines the ways in which the brewing industry used baseball in order to more effectively market its product.

ISBN: 0496258721Subjects--Topical Terms:

1017393
History, United States.

American game, American mirror: Baseball, beer, the media and American culture, 1933--1954.
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245 1 0 $a American game, American mirror: Baseball, beer, the media and American culture, 1933--1954.
300 $a 137 p.
500 $a Source: Masters Abstracts International, Volume: 43-01, page: 0087.
500 $a Supervisor: Catherine Rymph.
502 $a Thesis (M.A.)--University of Missouri - Columbia, 2004.
520 $a The purpose of this research was to explore the nature of baseball's so-called 'American' virtues in the context of a growing consumer culture. The thesis explores the cultural links between baseball, beer and media. It also examines the ways in which the brewing industry used baseball in order to more effectively market its product.
520 $a In order to capture the rhetoric used by sportswriters, a survey of several major newspapers was undertaken. Additionally, archival materials and Congressional records were employed as primary sources.
520 $a This research concludes that many of the modern economic and cultural problems facing baseball---particularly the games commercialized aspect---stem from choices made by team owners during the Golden Era of the game. Baseball's increasing reliance on sponsors such as breweries and communications media such as radio and television gradually transformed the game from a vehicle for older cultural values to one that more fully symbolized and perpetuated the modern American consumption ethic. Additionally, the brewing industry was able to cement beer's place in American society by vicariously adopting some of baseball's virtues for their product.
520 $a As a work of both sports and business history this thesis provides some insight into how an American sports institution was transformed by consumer culture. Additionally, the methods by which the brewing industry adopted the values represented by baseball and used its ties to baseball in order to adopt an image of wholesomeness and integrity could provide insight for scholars interested in studying marketing strategies of the past.
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