In June 2003 on a JR train station platform in Tokyo I noticed a large advertisement featuring popular soccer player Nakata Hidetoshi (Figure 0.1) positioned over a row of plastic seats. Wearing a t-shirt emblazoned with the word “queen,” a smiling Nakata had his head tilted as though looking to someone in the distance. On the other half of the poster David Beckham was shown smiling while looking down to his mobile telephone (...
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