This paper is a study of UW men’ s basketball fans during the
2001-2002 season and explores their proclivity to ‘ cheering for
self’ during basketball events. The term ‘ basketball event’ is
used rather than ‘ basketball game’ to make clear that everything
connected to and seen, heard, or experienced before, during and
after a basketball game is included. The actual game itself is only
part of the ‘ basketball event.
An undercurrent runs throughout this participant observation
mini-ethnography dealing with access, and the relative quality of
that access, to basketball events being affected by ones age,
class, race, and gender. The prominent role of advertising in
shaping basketball events and helping to construct fans as
consumers of products (both commercial and institutional) during
the process of cheering for self is central to this thesis.
Cheering for self is the activity engaged in by individual fans
after they find things to identify or connect with through personal
investment. Fans cheer for self indirectly. Fans cheer for the team
that they identify with. Through the process of cheering for self
while attending the basketball event people are taught how to
become fans, to consume a UW product--the basketball event and to
consume advertisers’ products.
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