The Trojan Horse: The Growth of Commercial Sponsorship

by Garry Whannel and Deborah Philips

Book Overview

The Trojan Horse traces the growth of commercial sponsorship in the public sphere since the 1960s, its growing importance for the arts since 1980 and its spread into areas such as education and health. The authors' central argument is that the image of sponsorship as corporate benevolence has served to routinize and legitimate the presence of commerce within the public sector. The central metaphor is of such sponsorship as a Trojan Horse...

• Format: Paperback
• Language: English
• ISBN: 1474224296
• ISBN13: 9781474224291
• Release Date: February 2015
• Publisher: Bloomsbury Academic
• Length: 288 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.8" x 6.1" x 9.1"