As football clubs have become luxury investments, their
decisions increasingly mirror those of any other business
organisation. Football supporters have been encouraged to express
their club loyalty by thinking business - acting as consumers and
generating money deemed necessary for their clubs to compete at the
highest levels. In critical studies, supporters have been portrayed
as passive or reluctant consumers who, imprisoned by enduring club
loyalties, embody a fatalistic attitude to their own exploitation.
As this book aims to show, however, such expressions of loyalty are
far from hegemonic and often interface haphazardly with traditional
ideas about what constitutes the loyal fan . While there is little
doubt that professional football is experiencing commodification,
the reality is that football clubs are not simply businesses, nor
can they ever aspire to be organisations driven solely by expanding
or protecting economic value. Rather, clubs hover uncertainly
between being businesses and community assets."
Football Supporters and the Commercialisation of Football"
explores the implications of this uncertainty for understanding
supporter resistance to, and compromise with, commodification.
Every club and its supporters exist in their own unique national
and local contexts. In this respect, this book offers a Euro-wide
comparison of supporter reactions to commercialisation and provides
unique insight into how football supporters actively mediate
regional, local and national contexts, as they intersect with the
universalistic presumptions of commerce.
This book was previously published as a special issue of "Soccer
and Society."
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