Illustrates a modalities approach to the study of publics

This book explores the ways that scholars, journalists, politicians, and citizens conceive of “the public” or “public life,” and how those entities are defined and invented. For decades, scholars have used the metaphors of spheres, systems, webs, or networks to talk about, describe, and map various practices. This volume proposes a new metaphor—modalities—to suggest that publics are forever in flux, and much more fluid and dynamic than the static models of systems or spheres would indicate—especially in the digital age, where various publics rapidly evolve and dissipate.
 
Contributors to the volume—employing approaches from the fields of communication studies, English, sociology, psychology, and history—explore a broad range of texts and artifacts that give rise to publics, and discuss what they reveal about conceptualizations of social space. By focusing on process in public engagement, these scholars highlight questions of how people advance their interests and identities, and how they adapt to situational constraints.
 
Bringing together scholars in rhetorical, cultural, and media studies, this collection of new case studies illustrates a modalities approach to the study of publics. These case studies explore the implications of different ways of forming publics, including alternative means of expression (protests, culture jamming); the intersection of politics and consumerism (how people express their identities and interests through their consumer behavior); and online engagement (blogs as increasingly important public fora). In doing so, they raise important questions of access, community, and political efficacy

A powerful cultural critique of soccer’s public rhetoric
 
American sports agnostics might raise an eyebrow at the idea that soccer represents a staging ground for cultural, social, and political possibility. It is just another game, after all, in a society where mass-audience spectator sports largely avoid any political stance other than a generic, corporate-friendly patriotism. But John M. Sloop picks up on the work of Laurent Dubois and others to see in American soccer—a sport that has achieved immense participation and popularity despite its struggle to establish major league status—a game that permits surprisingly diverse modes of thinking about national identity because of its marginality.

As a rhetorician who draws on both critical theory and culture, Sloop seeks to read soccer as the game intersects with gender, race, sexuality, and class. The result of this engagement is a sense of both enormous possibility and real constraint. If American soccer offers more possibility because of its marginality, looking at how those possibilities are constrained can provide valuable insights into neoliberal logics of power, profit, politics, and selfhood.

In Soccer’s Neoliberal Pitch, Sloop analyzes a host of soccer-adjacent phenomena: the equal pay dispute between the US women’s national team and the US Soccer Federation, the significance of hooligan literature, the introduction of English soccer to American TV audiences, the strange invisibility of the Mexican soccer league despite its consistent high TV ratings, and the reading of US national teams as “underdogs” despite the nation’s quasi-imperial dominance of the Western hemisphere. An invaluable addition to a growing bookshelf on soccer titles, Soccer’s Neoliberal Pitch serves as a model for critical cultural work with sports, with appeal to not only sports studies, but cultural studies, communication, and even gender studies classrooms.