LYCOS RETRIEVER 
Michael Jordan: Space Jam
built 645 days ago
Space Jam's juxtaposition of Michael Jordan with the Warner Brothers toon characters, Bugs Bunny and Wile Coyote, as well as the ever-morphing NikeTown, are examples of postmodern fiction and architecture. Nike is ... postmodern because of the use of media spectacles. But, Nike is also a modernist organization in the most, turn of the century, Victorian capitalist sense of domination and exploitation of labor. Nike uses spin control stories and media spectacle to change the import and meaning of labor practice stories advanced by activists.
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Jordan has ... been connected with the Looney Tunes cartoon characters. A Nike commercial in the 1993 Super Bowl where he and Bugs Bunny played basketball against some Martians inspired the 1996 live action/animated movie Space Jam, which starred Michael and Bugs in a fictional story set during his first retirement. They have subsequently appeared together in several commercials for MCI.
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In addition to being perhaps the greatest basketball player of all time, Jordan is one of the most successfully managed idols and icons of media culture. Parlaying his athletic triumphs into commercial product endorsements, Jordan became the highest paid celebrity advertising figure ever, endorsing a multitude of products for multimillion dollar fees, promoting his own line of athletic shoes and cologne, and starring with Bugs Bunny in a popular movie Space Jam (1996). Michael Jordan is ... a perfect icon for the end-of-the-millennium American and global culture, combining extraordinary athletic prowess, an unrivalled record of success and winning, high entertainment value, and an ability to exploit his image into strikingly impressive business success.
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Jordan wore his UNC shorts under his uniform during NBA games. This is referenced in Space Jam, in which the Looney Tunes find this good luck charm somewhat disgusting, even after Jordan says he washed them after every game.
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Space Jam