J. Aumont and M. Michel, Analyse des films, 2002.

R. Barthes, Introduction à l'analyse structurale des récits, Éditions Points, 1966. Barthes, Roland, Mythologies. Paris : Éditions Du Seuil, 1957.

R. Barthes and . De, Communications, vol.4, 1964.

K. Berthelot-guiet, Analyser les discours publicitaires, 2014.

B. Heilbrunn, Que Sais-Je : La marque, 2007.

Y. Jeanneret, C. De-la, and . Trivialité, , 2014.

H. Jenkins, Convergence Culture, where old and new media collide, 2008.

A. Ries and J. Trout, Positioning : The Battle For Your Min, 1980.

A. Semprini and L. Marketing-de-la-marque, , 1992.

B. Sharp, Articles scientifiques, How brands grow, 2010.

J. Soulanges,

F. Cochoy, La captation des publics entre dispositifs et dispositions, ou le petit chaperon rouge revisité, 2004.

P. Ughetto, Revue Economique, p.51, 2000.

D. Maingueneau, Problèmes d'Ethos'». Pratiques : linguistique, littérature, didactique, pp.113-114, 2002.

S. Wyche, Colin Kaepernick explains why he sat during national anthem, NFL Network, 2016.

S. Wyche, Colin Kaepernick explains why he sat during national anthem, NFL Network, 2016.

V. Newkirk, Football has always been a battleground in the culture war, 2017.

K. Jones, NFL Television Ratings Rose 5%, 2018.

R. Reed, In the south, Football is a religio-social pastime. The New York Times, 1969.

, Values in American Culture

J. Swaine, Young black men again faced highest rate of US police killings in 2016. The Guardian, 2017.

S. Gregory, All Across the Country, Athletes Are Fueling a Debate About How America Defines Patriotism. Times Magazine, vol.188, 2016.

S. C. Gregory and . Kaepernick, The quarterback who upended the NFL without taking a snap. Times Magazine, 2017.

&. Intravia and . Piquero, The Racial Divide Surrounding United States of America National Anthem Protests in the National Football League, 2017.

S. Jabaley and . Heller, Here's the back story of everyone who appeared in the new Nike 'Dream Crazy' ad featuring Colin Kaepernick, Insider, 2018.

S. Setaro and S. Execs, Carrying On Atlanta Traditions, 2015.

A. Nga, Hip-hop mogul leaves his business behind to focus on health, CNN, vol.30, 2018.

J. Elliot, W. News-now, and . News, , vol.18, 2018.

C. Rocket, The Most Inspirational Transformation Ever: Charlie Rocket From 300lbs to Ironman, vol.20, 2018.

A. Griffin and . Staples, The Unstoppable Shaquem Griffin, UCF's One-Handed Star Linebacker, Sports Illustrated

J. Cherwa, NFL dream within reach for Central Florida star Shaquem Griffin, who lost hand as a child, LA Times, vol.20

B. Henderson, Shaquem Griffin invited to combine after initial snub, ABC News, vol.30, 2018.

B. Risman, Where Millennials Will Take Us, p.210, 2018.

. Dockterman and Z. Edwards, The Silence Breakers, Times Magazine, 2017.

. Newport, . Frank, and U. S. In, Estimate of LGBT Population Rises to 4.5%. Gallup Polls, Mai, 2018.

P. Gabbara, The History of the afro, Ebony Magazine, 2017.

. Pewresearchcenter, Generation Z looks a lot like millennials on key social and political issues, 2019.

M. Pewresearch, Live : how young adulthood today compares with prior generation, 2018.

, Une image déterminante de cette séquences est reprise à partir de cette vidéo disponible à

, Let me play, women's rightshttps, v=Z0fx8Ez8kMk1990 1990's 1990 : projection sur les immeubles, 1988.