My own journey considering communication and sport has made it clear that
multiple layers of analysis are required to understand advertising as a form of
communication and as a cultural practice that drives and sustains capitalism—a
paradigm based, and dependent, on gratuitous and excessive consumption. While
most of my work is not in the field of sport communication per se, I have always
been fascinated by the media and its power to influence politics, policy, and how
people think, feel, and act.