ABSTRACT
There can be no denying that Tiger Woods has become one of the most visible and celebrated athletes of the 1990s. His signing of several lucrative endorsement contracts with the likes of Nike, Titleist, American Express, and Rolex, coupled with the media's extensive fascination with his celebrity status, has established Woods as one of the most intriguing cultural symbols of this time. The examination of race must be engaged within the contextually specific realms of culture and politics because "they emerge as part of a historically specific relationship of oppression in order to justify the existence of the relationship". During the 1980s, it was both Reagan;s and the New Right's particular brand of racialized politics which were responsible for the exhibition of "emotional hostility towards blacks, was resistive to the political demands of blacks, and argued that racial discrimination no longer impeded achievement in urban America, as it had in the past".
