Discipline and Indulgence demonstrates how American popular culture during the early Cold War (1947–1964), especially college football, addressed the nation’s postwar affluence and consumerism and their effects on the population by integrating men into the economy of the Cold War as workers, warriors, and consumers. It assesses the period’s institutional linkage of sport, higher education, media and militarism and finds connections of contemporary sport media to today’s War on Terror.

Acknowledgments

1. Introduction
2. Fortifying the City upon a Hill: College Football and Cold War Citizenship
3. Duck Walking the Couch Potato: Exercise as Therapy for a Consumer Society
4. The Best Seat in the Ballpark: Lifestyle and the Televisual Event
5. Fordism in the Airwaves: The NCAA's Use of Market Regulations to Control College Athletics
6. From Neighborhood to Nation: Geographical Imagination of the Cold War in Sports Illustrated
7. Conclusion

Appendix: Note on Methodology
Notes
References
Index

JEFFREY MONTEZ DE OCA is an assistant professor of sociology at the University of Colorado, Colorado Springs.