Kentucky Derby Presented by Yum! Brands, 2009

        By coincidence, a court ruling a few years ago has allowed jockeys to sell advertising space on their racing silks or elsewhere.  To someone doing a Cultural Criticism or Semiotic analysis of a story involving the economics and symbolic structure of horse racing (i.e., "My Old Man"), this would be a present from the culture.  To see how it might be incorporated into the argument as a New Historicist rereading of the sign-system of the race, and class, click here.