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Joyce and consumer culture
Abstract
‘My consumers are they not my producers?’ James Joyce, Finnegans Wake James Joyce's writing is famously, notoriously difficult, especially his two epic works, Ulysses, sometimes described as the book everyone claims to have read but no one actually has, and Finnegans Wake, whose difficulties have led to innumerable reading groups formed for the sometimes lifelong task of reading and puzzling over the book, a page or two at a time. A famous photograph of Marilyn Monroe exhibits the paradox of Joyce's fame as a writer, coupled with the complexities of his writing: Monroe, wearing a swimsuit, sits in a park absorbed in Ulysses. The contradictory conjunction of movie star with great book in the picture is worth, as they say, at least a thousand words - how could the icon of mass celebrity culture, and a supposed 'dumb blonde' to boot, undertake the reading of the twentieth century's supreme work of high literature? It turns out that Marilyn Monroe did succeed in reading at least parts of the book, and the fact that she wanted to make the effort says as much for the celebrity of Joyce and his novel as it does for the intellectual aspirations of the star. In fact, the paradox of the photograph lies not its seeming encounter between opposite poles of modern culture, but in its proof that James Joyce's rarefied literary works are also themselves artifacts of mass culture. Any reader or student approaching them for the first time has Marilyn Monroe as an inspiration, and as quirky evidence that Joyce's writing, like Joyce the author, is as much a part of mass culture or consumer culture as we all are. © Cambridge University Press, 1990, 2004 and Cambridge University Press, 2006.
... A burgeoning transnational fitness industry promises to sculpt the idealized consumer body, on which these products are to be worn, and on which self-tracking exercise devices are to be appended (Lupton 2016;Sassatelli 2004). Advertising and endorsements for consumer products feature prominent inputs from global sport stars, clubs and governing bodies (Horne, 2006;Smart, 3 2005). Sport fans now access vast volumes of top-level sports, which are wrapped in corporate advertising, and screened worldwide on commercial television and digital platforms (Hutchins and Rowe, 2012). ...
... Hollister (Crawford 2004;Horne 2006;Stranger 2017;Wheaton and Beal 2003). This commercialization was simultaneously accompanied by the incorporation of the so-called X-games into the Olympic movement and industry (Thorpe and Wheaton, 2011). ...
... Second, we have witnessed the intensified mutual interpenetration of global sport and consumer culture (Andrews and Clift, 2015;Crawford, 2004;Horne, 2006). This interpenetration has two broad dimensions. ...
This paper introduces the Special Issue of the Journal of Consumer Culture on the theme of ‘Global Sport and Consumer Culture'. We begin by briefly setting out how the interrelations of global sport and consumer culture have intensified through three historical stages: first, a ‘take-off' phase from the late 19th century to the mid-1940s; second, an ‘integrative and expansionist' phase from the late 1940s to the late 1980s; third, a ‘transnational hypercommodification' phase from the early 1990s onwards. We argue that contemporary global consumer sport is underpinned by five ‘large-scale transnational processes', which are globalization, commodification, securitization, mediatization, and postmodernization. We explore how a variety of substantive themes subsequently emerge within global consumer sport, which are diversely referenced by the papers in this special issue; these themes include social structures and divisions, celebrity culture, the making of sport consumers, and the glocal aspects of global consumer sport. We conclude by outlining the contents of the seven papers contained within this Special Issue.
... Some sociologists claim that changes in consumption patterns are caused by the harmonious relationship between sport, media and advertising. Television is suspected to be the most significant medium in the increasing sport consumptions (Horne, 2006). ...
... One distinctive characteristic in sports is in the participatory experience from the audience. Bourdieu in Horne stated that these differences bring the sport as a "practice" and as a "spectacle" (Horne, 2006). ...
... This difference is also influenced by the meaning of which is owned by the object. Of course, the object of a taste does not have its own meaning, but meaning that you have will always come from the meaning given by the owners' taste, which generally has greater power than others (Horne, 2006). This also applies to sport. ...
Running in Indonesia has begun to spread since the beginning of 2013, accompanied by a decline in the prestige of cycling at the same time. Several sponsors who often hold running competitions captured these hypes. During that year, there is at least one or even more running competitions held by the sponsor in a month. By the development of running in Indonesia, there were some running communities initiated by individual running activists. One of the running communities in Indonesia is Indorunners, which originally established in Jakarta and then spread in various cities in Indonesia, including Surabaya. It is called as Indorunners Chapter Surabaya (IRS), which was established in 2012. With its regular events such as Sunday Morning Run and Thursday Night Run, IRS has nearly 1,000 members spread across Surabaya. Over time, amateur runners who are members of the IRS created a social class that is different from other sports community. The purpose of this study is to see the representation of a class that emerged in IRS. Researchers applied the theory of Distinction by Pierre Bourdieau and consumerism by Michael Featherstone. The method conducted is qualitative method by conducting interviews with key informants and observations. This study shows that social class represented by amateur runners in IRS community is included in the new petite bourgeoisie. The representation can be seen from the consumption patterns, interactions, and self-expression of IRS'members.
... Sport and sporting bodies are commercialized and commodified progressively. Like the premise of consumer culture, sport makes body as a means of self-expression [6]. People build their body through gymnastic and fitness, for example. ...
... There is increasing number of jobs in sport and recreational activities. Sport in consumer society is also focused on fandom and fans, advertising, individual athletes, teams, or mega sport events [6]. There are many football fans (consumer) that keep consuming their favorite team accessories even if the team is unsuccessful or the price is high for the sake of commitment, or even if that team is come from foreign country and their match can only be seen forever through television (!) Individual athletes become celebrity and show in media to endorse products. ...
... There have been three mainapproaches to understanding consumption and consumer culture: the productionof consumption approach, the modes of consumption approach and the pleasuresof consumption approach [6]. ...
Consumer society is a society in which the buying and selling goods and services is the most
important social and economic society. Sport as recreational activity and commercial spectacle
becomes one central in capitalist era. It produces money for corporations in the field, but
problems for the consumer of sport, such us sport gambling/ betting, hooliganism, spectator
rivalry and mass riot, and people who do only enjoy watching sport for amusement, but do not
practice it for health. Combining theory from psychology and sociology on consumer culture
and consumer society, I’ll address the issue in regard to shed light on how this issue arises and
how to treat it. Better understanding about why people do and do not exercise is important for
intervention effort. The problem is actually complex, involving many factors: individual, social,
and environmental. Some people do not exercise just because they are extrinsically motivated,
some other because they see sport as means for amusement, and the rest because of some
constraints. To drag people to participate, they need to be help to overcome perceived
constraints first. Second, they need to be conditioned through regulation and rewarding social
sport activities. Third, they need to be made aware of their own physical condition and health to
bring out intrinsic motivation participating in sport.
... Additionally, they frequently assemble a fan base on their own to back their preferred players or teams. Scholars have observed that unique experiences frequently captivate the interest of fans (Horne, 2017). These experiences may involve the participation of a star player, memorable interactions, or exhibition games (Smith & Stewart, 2007). ...
... In addition, the discussion on the primary and peripheral service quality at eSports tournament sites contributes to the advancement of the relevant research (Zhang et al., 2024;Zhang et al., 1995). Regarding the relationship between the elements of model, the positive effect of player attraction on socialization extends the research on eSports fan behavior (Brandes et al., 2008;Cushen et al., 2019) and sports stars adoration (Hamari & Sjoblom, 2017;Horne, 2017;Xiao, 2020). In addition, this study demonstrates that both player attraction and socialization have a positive effect on beforehand consumption behavior and dining consumption. ...
This study investigated whether the Point of attachment (POA) theory can be used to measure the consumption intention on go and watch offline eSports games. The admiration for players, social interaction, and on-site consumption requirements for viewing offline eSports competitions are prioritized. In addition, eSports fans in various regions may have distinct consumption concepts and consumption patterns. Thus, this study surveyed China (n = 156) and South Korea (n = 127) eSports fans who subjectively perceive themselves to be fans of eSports player(s) and who have observed at least one offline eSports game. The results demonstrate that player attraction and socialization have positive and significant effects on offline consumption factors. There is no correlation between previous consumption behavior and satisfaction, but dining shows a significant positive effect on satisfaction. Moreover, there is a strong relationship between satisfaction and future attendance intention. In addition, effect of eSports fan attachment on future visit intentions are measured and there is no correlation between the two variables. The front end of the path in the new model's varied between Chinese and Korean supporters. Finally, theoretical and practical implications of this study are discussed.
... Les pratiques sportives récréatives peuvent être perçues comme un élément important reflétant un mode et un style de vie particulier d'un individu (Horne, 2006). Elles peuvent être utilisées par les individus comme un moyen d'échapper aux pressions de la vie quotidienne (Weed & Bull, 2004). ...
... Autres facteurs entrent en jeu, qu'il nous convient de les signaler, et qui ne relèvent pas ici de la nature des espaces, il s'agit en somme de la montée d'individualisme (Higham, 2005;Horne, 2006;Horne et al., 1999;Ritchie & Adair, 2004) et de l'autoréflexivité des individus (Giddens, 1991). Outre, en général, la flexibilité, la fragmentation du temps, et le changement de la nature de travail qui deviennent transposables et à distance. ...
Les « pratiques sportives importées » comprennent les activités récréatives de plein air qui voient se transposer par « une population néo-résidente » qui procède à la « migration d'agrément ». Ces activités sportives, auxquelles nous nous référons, dans le cadre de cet article, comme étant « importées », ne faisaient pas objet de pratiques sportives de population locale et ce, au moins avant leur introduction dans l'espace. Ainsi, dans cet article, nous sommes en mesure de questionner d'abord, le rôle des attributs physiques et paysagers de l'arrière-pays d'Essaouira dans ce processus d'importation. Ensuite, nous étudierons la trajectoire post-importation de ces pratiques sportives importées. Enfin, nous analyserons les effets de redynamisation territoriale possibles qui découlent de ces dynamiques sportives créées au niveau desdits territoires. Mots-clés : Pratiques sportives importées, paysage, migration d'agrément, redynamisation territoriale, arrière-pays d'Essaouira-Maroc. Abstract The "imported sport practices" include outdoor recreational activities that are transposed by a "neo-resident population" proceeding to "amenity migration". These sport activities, to which we refer here, in the context of this article, as being "imported", had not be the subject of sport practices of the local population, at least before their introduction into the space. In this article, we question, first, the role of the physical and landscape attributes of the hinterland of Essaouira in this import process. Then, we will study the post-importation trajectory of these imported sport practices. Finally, we will analyse the possible effects of territorial revitalisation that result from these sport dynamics created at the level of the considered territories.
... In addition to the personal enjoyment associated with fandom, another key focus of research has been on fandom's social functions in enhancing fans' sense of collective belonging and group cohesion. Sport fandom has been proved to be conducive to the formation and reinforcement of fans' shared identities, which are characterised by a particular and distinctive set of meanings and beliefs (Horne, 2006). In sport fandom, a multitude of personal and social identities can be constructed, developed, maintained, moderated or reconstructed in fluid and dynamic manners. ...
... In sport fandom, a multitude of personal and social identities can be constructed, developed, maintained, moderated or reconstructed in fluid and dynamic manners. In addition, felt identities that would otherwise be latent and hidden can be aroused and expressed in the fan group, similar to the experiences of members of feminist and queer cultures (Horne, 2006). Fandom can also be a facilitator of positive social change. ...
This study examined how Chinese football fans identify themselves with Lei Wu, currently the only Chinese footballer playing in a European mainstream league. Chinese fans’ social media posts about Wu were compared after scoring vs. not scoring, and after playing vs. playing, in several matches in a row. Qualitative (content analysis) and quantitative (chi-square tests) analyses were conducted. Two major dimensions of identification with Wu emerged, namely athletic (identification with Wu’s athleticism) and socio-cultural (identification with Wu as a Chinese icon). There was stronger socio-cultural identification with Wu when he scored goals, but this aspect of identification did not vary based on whether or not he made league appearances. The study makes a unique contribution by studying fandom as a mechanism for expressing cultural pride. The results are discussed in terms of the cultural and policy contexts of contemporary China.
... However, more germane to this study, it also foregrounds philosophical distinctions regarding the status of statistics in real sports, as well as divergences in the political economies of sports in these cultures. In his study of sport and consumer culture, John Horne (2006) maintains that the relationship of sport to commercialism has taken on different forms in different sports in different societies at different times. These differences reflect the balance between sport as a form of entertainment and sport as essentially an aspect of education (or a public good). ...
... This political economic distinction reflects contrasts between European and North American sporting cultures throughout much of the 19th and 20th centuries and thus may help to explain differences in the structure and development of fantasy sports in these regions. However, Horne (2006) asserts that 'professional football in England and more generally in Europe has been undergoing a fundamental transformation' since the 1970s (p. 30), one marked by a shift from 'football fandom to football consumption as increasingly fans have been encouraged to become customers of the sport' (p. ...
This article investigates the cultural implications of the internationalization of contemporary fantasy sports. In particular, it exposes previously unexplored distinctions between season-long North American and European fantasy sports (the two most prominent world markets). In order to contextualize these distinctions, first, this article provides a concise history of both North American and European fantasy sports, delineating briefly the philosophies that shaped them. Second, it examines the contrasting paradigms (i.e., the models by which fantasy sports are imagined, designed and played) of North America and Europe’s most popular fantasy sports – North American and European football – paradigms that reflect to various extents the hypercommodification and dehumanization of the athletes involved. On the basis of this examination, the article argues that the two frameworks produce disparate fan identities – that of ‘owners’ in North American fantasy football and of ‘managers’ in European fantasy football. Third, it makes a case for three possibilities as to how and why these differences may have arisen. Thus, the article utilizes the differences in the two models as a foundation for its contentions regarding the potential reasons for these distinctions and their cultural significance. This article forms part of the Special Issue ‘On the Move’, which marks the twentieth anniversary of European Journal of Cultural Studies.
... There was a certain middle-to upperclass understanding of amateurism where the dedicated owner of a supposedly talented horse was seen to be capable of competing, and winning, on the international stage (Martin, 1979). Toward the end of the twentieth century, sports became increasingly commercialized and commodified, with the input of large sums of money in the forms of sponsorship, media deals, and product endorsements; and significant investments from individual wealthy patrons, cities, and national governments , with the aims of using sport to make their team, city, or nation perceived to be successful and desirable (Slack, 2004; Horne, 2006; Rein & Shields, 2007). The concept of commercialization used here follows that of Edwards and Corte (2010) wherein it is seen as a multi-faceted process conducted by multiple collective and individual actors who often have competing agendas in relation to equestrian sport. ...
... There was a certain middle-to upperclass understanding of amateurism where the dedicated owner of a supposedly talented horse was seen to be capable of competing, and winning, on the international stage ( Martin, 1979). Toward the end of the twentieth century, sports became increasingly commercialized and commodified, with the input of large sums of money in the forms of sponsorship, media deals, and product endorsements; and significant investments from individual wealthy patrons, cities, and national governments, with the aims of using sport to make their team, city, or nation perceived to be successful and desirable ( Slack, 2004;Horne, 2006;Rein & Shields, 2007). The concept of commercialization used here follows that of Edwards and Corte (2010) wherein it is seen as a multi-faceted process conducted by multiple collective and individual actors who often have competing agendas in relation to equestrian sport. ...
The horse-human relationship is based on mutual respect and understanding, and the development of trusting partnerships may be particularly important in elite equestrian sport, where horses and humans rely on each other to tackle sporting challenges. The increasing commercialization of equestrian sport is eroding aspects of the horsehuman relationship, as the commodity value of sports horses increases and the pressure for quick results threatens the formation of deep bonds between horse and rider. This article presents data from an ethnographic study of competitive equestrian sport in England, including interviews with 26 elite riders, to explore how the changing nature of elite equestrian sport is altering the basis of the horse-human relationship, changing the horse from a trusted partner in sporting pursuits to a commodity to be bought and sold for human commercial benefit.
... In doing so, the media groups gain access to and control of the competitive activities of the clubs, which they can distribute through their networks'. According to Horne (2006), media mogul Rupert Murdoch has used sport as part of a global corporate expansion strategy more than any other media corporation. News Corporation has used exclusive sports rights as a strategic resource-or 'battering ram'-for developing television markets in the United States (Fox), the United Kingdom (BSkyB), Australia (Foxtel), Japan (JSkYB), New Zealand (Sky Television) and Southeast Asia (Star TV); a successful strategy that was widely imitated by almost all pay-television networks in the world, including ESPN (USA), Globo/ SporTV (Brazil) and MultiChoice/SuperSport (South Africa). ...
This chapter examines the shifting ownership structure of Formula One (F1) and highlights Liberty Media’s purchase of F1, with the US media conglomerate ending 40 years of governance by the British entrepreneur Bernie Ecclestone. The chapter will reflect to what extent this event opens a new chapter for motor sport. First, the chapter discusses the interplay between sports and the media business and puts corporate integration between sports and media organisations into historical perspective. It claims that any trend towards ownership of sports organisations had been subsiding since the late 1990s, but that vertical takeovers have received renewed interest lately. Second, the chapter describes the shifting ownership structure of F1 and examines the latest acquisition by Liberty Media. With this deal, the former cable company further develops into an entertainment conglomerate with multiple activities in the growing leisure business. Finally, the chapter elaborates on the possible commercial future of F1 as a media sport and critically examines Liberty’s strategy to grow audiences and fully embrace digital media while protecting its broadcast television revenues.KeywordsFormula OneConcorde AgreementBernie EcclestoneJohn MaloneLiberty MediaOwnershipMedia sportBroadcasting rightsTelevisionDigital
... By bringing sport into the domestic lives of fans, it allowed the sports audiences to grow, and importantly, to become more invested in the sport -both important aspects of the media-sport triangle (see section 2.1). Reaching fans of sport is crucial as, Horne (2005) describes, "[c]ommercial sponsors pay money, not for the good of the game, but for the good of their companies' profit. Sponsors (and advertisers) buy audiences, not sports" (p. ...
In this dissertation, a case study is formed about the sport of rallying, and in particular, the World Rally Championship (WRC) and its media strategy. Traditionally, media rights have been sold to free-to-air television or pay-television networks in individual markets across the world. The premise became to sell the media rights to a sporting contest to the highest bidder, who would recoup their money through advertising and subscriptions to audiences. It is a system that brought great financial rewards to many sports. However, not all could make this model work. The WRC was one such sport as it was run over several days and in non-centralised geographic locations. It ensured the sport was not television-friendly and therefore could not generate significant media-driven financialisation. After a change in ownership, the WRC Promoter GmbH was formed and in 2013 a new media strategy was created, and then reinforced in 2018. They launched an over-the-top streaming service called WRC+ All Live. To do this, the WRC Promoter GmbH abandoned the notion of selling its product exclusively and primarily to a television partner, rather it went with a direct-to-consumer streaming service. The product available across the world without geoblocking restrictions. Along with the stream, the media rights are sold on a non-exclusive basis meaning that multiple media companies in the same marketplace can air the sport at the same time. It resulted in another shift for the WRC Promoter GmbH as they transitioned from a sports management concern to a sports media company with total responsibility for the media. The shift affected the fans as it changed their relationship with the sport and its media product and for sports media researchers, as the generally accepted sports rights model was abandoned.
The case study, therefore, focuses aspects pertaining to decisions made, with regards to the streaming media product. The case study seeks to understand the effect that the change had on the economic aspects of the sport. As the media product has become of vital importance to the financial models of many sports, understanding how the WRC+ All Live and the effect on media-driven financialisation is the first area to be explored. It is followed by understanding how the shift from selling media rights to external broadcasters to that of becoming a media broadcaster in their own right and how that has affected the way the sport is operated. Finally, the way the fans engage with the sport under the new media delivery methods is understood. The streaming product had several effects on fan engagement. The first was that fans across the world could watch the same show at the same time. Secondly, the sport was delivered live for the first time, in what was a dramatic increase in programming, going from just a couple of hours of highlights per round, to more than 25 hours of live coverage. As the sport launched the product, it was unclear how the fans would react, and therefore understanding that reaction is important. The case of the WRC is important to understand, as technology and fan behaviours are changing which results in different opportunities for many niche sports in their media rights and media delivery models.
The change to the media service and the WRC+ All Live is understood through multiple theoretical lenses. The first is that of the media-sport triangle. The triangle was conceived to help explain the financial and cultural success of some sports, with the relationship between sport, the media, and business. With popular sports on linear television, a culturally popular sport could be sold to television stations as they wanted the content and the audiences. Those audiences could be financialised through subscriptions or advertising, for example. However, the model must change for niche sports undertaking a direct-to-consumer model, where targeted audiences, and their attention can be commodified. The notions of digital plenitude are explored as internet-enabled technologies allow sports to undertake streaming media and with it, many barriers to delivery no longer exist. However, to create and distribute a streaming service requires a sport to rapidly professionalise and create an organisational culture to allow such a change to occur and become normalised in the organisation. Though the history of sports on television, a broadcast company has, generally, been the intermediary between the sport and the fans, providing their own services to create a product that was acceptable to these audiences. While elite sport has utilised professionals to play the game and to manage the sport, they now needed professionalise in new areas of sport media. Here, the WRC Promoter GmbH culturally enabled sport-entrepreneurial characteristics to take place that allowed a revolutionary media model to be created and normalised within its structures. Finally, the relationship with the fans is explored as without the fan having a willingness to pay for the service, and enjoying the mediated sport, the streaming product cannot obtain sufficient financial success.
To ensure that sufficient reliable information could be found for the exploratory case study, a three-sided methodological approach was formed. The first method utilised was expert interviews. In total 27 expert interviews were conducted with key stakeholders in the sport, like senior managers, on-air talent and key people involved in media sales for the sport. Through these interviews, a complex and deep understanding of the decision-making processes could be formed. Importantly, the impact of the change of the media product to the sporting product itself could be understood, enabling a clear picture regarding the pressures, successes and necessary changes that were made to the sport to emerge. However, it was important to consolidate the validity of these findings through other methods. Observational research at nine WRC events over four years provided insight into how WRC events operated in different regions and how the media influenced the operation and standardisation of each event. Finally, desk research provided historical perspectives on decisions that were made prior to the research taking place, and to inform the research on decisions and attitudes throughout the execution of the case study.
These theoretical perspectives and research techniques provided many key outcomes. It became clear that the transition away from traditional media strategies altered the power relationship between the sport, broadcasters and fans. The sport now guaranteed its position in every market across the world and its direct relationship with the fans. However, the culture and history of the sport played an important role in what actions the WRC Promoter GmbH could undertake. It was not a case of having a new owner, and therefore they could impose their own culture on the sport. To ensure fan enjoyment, the historical element of the event, the media product and the way the sport was run needed to be maintained. As the streaming market continues to develop, more niche sports seek to control their own media futures, and as promotion rights to sports are being bought and sold, the outcomes from the WRC+ All Live product can contain important lessons for other sports, and researchers into the future.
... This seems to be shared among consumers, given that our results that demonstrated no significant effect of economic responsibility on perceived expertise reliability. It seems that the viewers do not favor the expression of sports apparel brands' pursuit of profits [36][37][38]. Thus, in terms of the public promotion of a brand's sustainable strategies, the stand out expressions of economic purposes of the sports apparel brand should be minimized as a professional corporation for contributing to the development of society [39]. ...
Recently, a variety of efforts have been taken to convey sustainable management strategies of sports apparel brands through single-person media. However, there is a lack of theoretical information on the path that leads these corporate marketing activities to brand reliability and purchase intention of consumers. Therefore, this study aims to analyze the path through which the sustainable management strategy established by a sports apparel brand affects the brand awareness and reliability, as well as the purchase intention of consumers when experiencing this strategy through single-person media. The results are summarized as follows: Firstly, the sustainable management strategies of a sports apparel brand carried out through single-person media had statistically significant positive impacts on the benevolence reliability perceived by single-person media viewers. Secondly, benevolence also had a statistically significant positive impact on the consumers’ purchase intention. It is expected that the results of this study will serve as an important resource for the methods of utilizing sustainable management strategies among sports apparel brands in the future.
... Lipovetsky (2007) não está, certamente, a exagerar quando sublinha que, num contexto de paixão pelo desporto, as competições, sobretudo as de alto nível, despertam um grande entusiamo e fervor coletivo e que, dificilmente, se encontra noutra esfera da vida social. O aumento dos tempos livres e a diversificação do mercado dos consumos culturais vieram produzir alterações nos estilos de vida nas sociedades mais industrializadas (Horne, 2006). O lazer, apesar de ter sempre existido de uma forma direta ou indireta, tornou-se reconhecido como um direito por parte da população, especialmente após a Revolução Industrial e, principalmente, após a II Guerra Mundial. ...
Em 2019, colaborámos no jornal desportivo A Bola, no Espaço Universidade. Foram publicados 74 artigos, que agora voltamos a divulgar sob a forma de Ebook.
... Certain sports were favoured -especially the team sport of baseball -and these gained character-building and school reputation symbolism. The growth of the media and the leisure industries developed as newspaper and transport companies promoted spectator sport and recreation through stadia, facilities, and event sponsorship (Horne, 2006). The growth of nationalism, and political, economic, and military rivalry with the West, led to increased engagement with the Olympic movement and the use of sport in the Japanese colonies of Korea, Formosa (present-day Taiwan), and Manchuria, and gave meaning to the phrase 'Tokyo: Sports Center of the Orient', used as the title of a promotional brochure circulated during Tokyo's bid to host the 1940 Olympic Games (see Collins (2007) on the 'missing Olympics'; sometimes referred to as the 'phantom Olympics' in Japan). ...
... al., 2001); la gobernanza global del deporte (Miller et. al., 2001); el deporte y sus efectos en la cultura del consumismo (Horne, 2006) y las dimensiones transnacionales del deporte (Giulianotti & Robertson, 2007). Al igual que en la sección anterior, de ninguna manera se trata de un listado exhaustivo de los estudios existentes sobre la globalización y el deporte. ...
El libro consta de cinco capítulos que versan sobre diferentes temas/problemas en los cuales el deporte representa un verdadero observatorio social y político (género, globalización, proceso de corporativización de la geografía deportiva, economía política, geopolítica del deporte y el deporte y la diplomacia).
... To help us understand how classification functions here as a technique of the neo-liberal ableist project, we draw on both the field of governmentality studies and literature that foregrounds the cultural politics of disability sport (DePauw, 1997;Goggin & Newell, 2000;Howe, 2008a;Howe & Kitchin, 2017;Shogan, 1998Shogan, , 1999. Much of this research has sought to locate the impact of classification policies and discourses amidst the broader neoliberal-ableist project of sport (Bush & Silk, 2012;Hayhurst, Wilson, & Frisby, 2010;Horne, 2005). Classification, within this frame, can be understood to be a necessary taxonomy for the organization of competitive disabled?? swimming. ...
In this study, semi-structured interviews were conducted with eight Victorian swimming coaches
to examine the discourses of disability1 and inclusion that they expressed in relation to their
current coaching practices. Analysis specifically pursued links between neoliberalism, ableism,
elitism, classification and inclusion in coaching, with the intention of exploring what discourse
relations are possible, imaginable and practical within what have been referred to as neoliberalableist
times. Findings reveal that coaches replicate and reproduce elitist, ableist assumptions
about the body and sport. The discussion prompts a consideration of how rationalities and
techniques of inclusion are limited under the prevailing political context.
... Football supporters may have different patterns of behaviour and a varied level of identification with a club (Sandvoss 2003, Giulianoti 2002. With the commodification of the game, clubs tend to see then more based on their consumer status (Horne 2006) than their traditional identity. Regardless of this duality, fans must also be seen as television audiences (Rowe 2011), due to the reach of satellite broadcast and the global presence of certain football clubs. ...
... Whatever its precise financial magnitude, there is little denying the sport industry constitutes a significant element of economic and cultural life within advanced consumer economies (Smart, 2007). As a result, there is an established and diverse literature focused on the sociology of sport as a form of consumer culture (see Crawford, 2004;Horne, 2006;Newman and Giardina, 2011). However, with a few notable exceptions, such analyses have largely ignored the process, manifestations, and experiences of sporting prosumption (Dumont, 2015;Millington, 2016;Woermann, 2011Woermann, , 2012. ...
This article engages and extends understanding of the interrelated concepts of prosumption, the prosumer, prosumer capitalism, and McDonaldization in relation to the highly commodified and spectacularized world of professional sport. Developing an understanding of modern sport forms as having always exhibited prosumptive dimensions, the discussion focuses on the contemporary sporting context. The analysis highlights the increasingly intertextual and interactive nature of sport prosumption, as realized through Web 2.0 technologies, such as Twitter, Facebook, YouTube, blogs, and website comment pages, all of which provide a means of contributing toward (and thereby co-producing) the prosumer sport spectacle. Within this explication of sporting prosumption, we focus on empirical forms occupying the center of the prosumption continuum: those expressions wherein the productive and consumptive aspects of prosumption are “more or less evenly balanced.” In doing so, we examine sport spectatorship as a form of material prosumption – the digital-based prosumption implicit within “socialmediasport” and the enmeshed digital and material prosumption constitutive of eSport. Our aim is to critically explicate the prosumptive dimensions of contemporary sport culture and, in conclusion, to contribute to the wider dialogue regarding the nature and implications of prosumer capitalism.
... Over the past two decades, a plethora of research has examined the influence of consumer culture in sport, extending to the marketing and branding of global sport stars (Horne, 2006). Sociology of sport, celebrity studies and cultural studies approaches have revealed the complex ways that sport 'celebrity culture is irrevocably bound up with commodity culture' (Rojek, 2001, cited in Smart, 2005. ...
This article explores the relationship between consumer culture, female athletic representation and online fan engagement on the photograph-based social media platform Instagram. It argues that social media interaction between female athletes and fans is governed by gender norms and arrangements that expect and reward female athletic articulations of empowerment, entrepreneurialism and individualisation in the context of postfeminism and consumer self-fashioning. Examining the Instagram feeds of five global sport stars, this study demonstrates that the feedback of fans and followers plays a critical role in influencing the gendered work undertaken by female athletes to present an appealing consumer ‘brand’, according to the desires of the market. We propose a new conceptual framework – the athletic labour of femininity – to understand the ways in which elite sportswomen cultivate an authentic brand in the sports marketplace. More than a type of ‘bodywork’, the athletic labour of femininity responds to consumer expectations that women demonstrate a successful feminine subjectivity characterised by notions of personal choice, individual responsibility and self-management. It takes the form of emphasising empowered femininity, celebrating hetero-sexiness and revealing personal intimacies as part of crafting a feminine sporting persona which draws online comment and likes from followers and fans. By focusing on the role online fan interaction plays in shaping the athletic labour of femininity, this research advances existing studies of how representations of sportswomen are produced and consumed by paying particular attention to the social conditions influencing how sportswomen represent the self online and the gender power relations that serve to govern expressions of desirable athletic femininity.
... The emergence of a consumerist attitude among sport participants is not only observed by national sport organisations like NOC*NSF (cf. Van der Roest,), but it has attracted interest from researchers in sport studies as well (cf.Bodet, 2009;Horne, 2006;Ibsen & Seippel, 2010;Sassatelli, 2010;Smith Maguire, 2001). The consumerist attitude has been associated with a growing popularity of commercial sport organisations and the commercialisation of nonprofit sport organisations (Enjolras, 2002;Ibsen & Seippel, 2010;Sassatelli, 2010). ...
... Tanto en el visionado con audición como sin ella, observamos cómo los vídeos que puntuaron más alto en activación fueron los relacionados con deportes (nº 1, 2, 6 y 8) y el que tenía como tema central el miedo (vídeo 5). Para ello, en el caso del deporte, además de la temática en sí (Horne, 2006), sin duda los movimientos rápidos de cámara y la sucesión de imágenes colaboraron en conseguir una mayor activación en el público. ...
La publicidad es un instrumento de seducción en el que la música actúa como refuerzo en la atracción que el futuro usuario o consumidor siente por un producto, organización o servicio. En este trabajo se muestran los resultados de un estudio empírico realizado en la Universidad de Barcelona donde se han analizado las emociones provocadas por la música y las imágenes en una muestra formada por los 10 spots publicitarios más vistos en la plataforma Youtube en el año 2014. Para ello se ha contado con la participación de 31 estudiantes de Comunicación Audiovisual que los han visualizado en tres momentos distintos y randomizados, primero solo imagen, después, solo el audio y, en tercer lugar el audiovisual completo. Para analizar las emociones provocadas se ha utilizado un instrumento de medida inspirado en el 2DES (Two Dimensional Emotion Space) y el Emotion Space Lab. Los resultados señalan tipos distintos de respuesta emocional según el canal perceptivo empleado, y su aportación al contenido emocional de los spots. Se señalan las formas de intermodalidad preferidas por los participantes en la muestra analizada. Asimismo se constata la eficacia de los parámetros musicales y sonoros en el contenido emocional (tempo, intensidad, timbre, silencios, voces, estilos, etc.), corroborando así estudios previos en este sentido.
... Arguably, this has caused major changes in the functioning of the clubs. They have become commercialized in practice and in rhetoric (Horne, 2006;Storm, 2010). Focus has shifted to give priority to maximization of revenue streams such as sponsorships, media rights, merchandise, luxury seating, branding and diversified services. ...
Since Rottenberg (1956), Neale (1964), Davenport (1969), and Sloane (1971) published their seminal papers on the peculiar economics of professional team sports, the proportion of studies conducted in this field has grown considerably. Questions of competitive balance, labor market discrimination and the economic impact of hosting a professional league team are just a few examples of research that has added new and interesting insights to the sports economic literature. One central debate, however, remains highly relevant and demands further analysis: What happens when sport meets business in a process of commercialization, which has so clearly affected several team sports over the last 40-50 years? Are clubs essentially turning into profit maximizing business entities when they attain amounts of money not previously seen? Or is the process of commercialization rather a means to an end of winning trophies and championships for the fans and the owners themselves? This chapter introduces the debate on professional clubs’ objectives, whilst applying a new theoretical perspective that gives a more detailed understanding of how the environment affects managerial decision-making than the existing literature has previously provided. By broadening the scope and considering new theoretical insights on club behavior, it enables a matrix of new club categorizations to be presented. Examples of each categorization are given in order to illustrate the scope and understanding of the perspective.
... Van der Roest, Vermeulen, & Van Bottenburg, 2015), but it has attracted interest from researchers in sport studies as well (cf. Bodet, 2009;Horne, 2006;Ibsen & Seippel, 2010;Sassatelli, 2010;Smith Maguire, 2001). The consumerist attitude has been associated with a growing popularity of commercial sport organizations and the commercialization of nonprofit sport organizations (Enjolras, 2002;Ibsen & Seippel, 2010;Sassatelli, 2010). ...
The rising influence of consumer culture on sport participation is arguably one of the most influential trends in sport participation in the last decades. However, little is known about how such an attitude can be understood and what its consequences for everyday life in sport organizations are. This article asks how a research scale for consumerism in sport organizations could be conceptualized and constructed. Using a mixed methods approach, a research scale consisting of five sub-dimensions was developed to measure consumerist attitudes in sport organizations. The scale was tested on 303 sport participants in various sport organizations. The resulting 25-item research scale for consumerism in sport organizations can be of use to sport scholars, sport policy makers and sport administrators and managers who want to gain a better understanding of the relationship between sport participants and sport organizations.
... The most valuable marketing researcher is the person who has the ability to examine the data and then make recommendations about how information should be used (or not used) in the strategic marketing process. Third, the information of marketing research is found in its ability to allow managers to make informed decisions [1]. Finally, the definition states that marketing research is useful throughout the entire strategic sports marketing process. ...
... Para Smith e Stewart (2007), os consumidores e fãs de esporte são o fulcro sobre o qual o esporte alavanca sua popularidade. Eles assistem a transmissões de televisão ao vivo, ouvem comentários de rádio, lêem páginas esportivas dos jornais diários, acessam sites especializados, compram mercadorias de marcas esportivas, e viajam para participar de eventos (Horne, 2006). Alguns, passam partes significativas de seu tempo conversando com outros consumidores de esporte sobre uma variedade de questões esportivas que vão desde as prosaicas até as obsessivas (Smith & Stewart, 2007). ...
A necessidade de contato social é uma das unidades mais básicas dos torcedores e a comunicação é uma importante ferramenta. Quando os torcedores interagem com pessoas que não torcem para o o seu clube, a comunicação, naturalmente, ocorre de duas formas: positiva (boca-a-boca), que está relacionada à sugestão e recomendação da equipe e; negativa (proselitismo), que refere-se à defesa ostensiva, às vezes, até maligna da equipe. A literatura sobre a distinção entre os dois construtos é inexistente e o presente trabalho visa analisar a relação entre boca-a-boca e proselitismo, especificamente em torcedores de futebol. Os resultados indicam que os construtos divergem significativamente e possuem impactos diferentes nos gastos com o clube e comparecimento a jogos.
... The consumption of European football may symbolize a particular economic ascendancy defined by the ability to access and engage with a global sports product, and involving the performance of a set of highly visual consumer practices, whether through access to the predominantly subscription-based television platforms that deliver the EPL across much of Asia, personal team identification achieved through the purchase and display of team merchandise (Crawford, 2004;Horne, 2006), or participation in legal or illegal gambling practices surrounding European football. The commercial practices that surround the consumption of European football in the Asia Pacific tend to separate it from local sports cultures through the visual embrace of the signs of a prominent form of international popular culture. ...
Contemporary media sports culture is dominated by the West, and media sport studies has tended to focus on Western contexts. The Asia Pacific region is now a more significant feature of the global media sports cultural complex, however, through the increasingly lucrative export of Western sport television rights and merchandising, the staging of megamedia sports events in the region, the conspicuous role of sport stars from the Asia Pacific in Western sport competitions, and, in some cases, even a shift in the balance of institutional and economic power from West to East. Drawing mainly on the cases of association football (soccer), cricket, and basketball, this article identifies the complex and multidirectional flows of labor, capital, images, identities, and audiences into, from, and within the Asian media sports environment. It considers whether such developments might constitute de-, re-, or even post-Westernization and proposes the necessity of closer attention to these issues in critical media sport studies.
... We can thus conclude that sport tourist expenditure is a complex phenomenon that can be influenced and informed by various factors and media outlets. For example, information on sport fans and consumers who watch television broadcasting, purchase sport brand-related products, travel to attend sporting events, and pay attention to sport pages of daily newspapers or online resources form a foundation for connecting sport and tourism (Horne, 2006). Different psychological, social, or cultural needs are satisfied at these events, such as achieving vicarious achievement or experience, knowledge acquisition, identification with teams or individual athletes, appreciation of the athletes' skills, physical attraction to athletes, escape from daily life, drama, aesthetics, as well as family and social interaction (Trail & James, 2001). ...
Sport tourism is one of the more rapidly developing leisure activities worldwide, and is widely discussed in literature of the field. The anticipated economic impact generated from tourists in sport events is a key motivation for hosting them. Investigation of psychological and sociodemographic factors that enhance sport tourist expenditure can enhance our overall understanding of sport tourist consumptive and travel behaviors for industry and research purposes. As fans' team identification has been identified as a major motivation for attending sport events, the sampling in this study consists of sport tourists attending the 2012 Super Bowl who were divided into two groups based on the levels of team identification: fans of 2012 Super Bowl NFL teams and fans of other, non-2012 Super Bowl NFL teams. The results indicate that these two Super Bowl tourist segments have significantly different expenditure patterns on food and beverage, shopping, local transportation, and entertainment. They also differ greatly on travel characteristics such as party size, travel length, and numbers of previous visits. Applying team identification as a variable to analyze sport tourists' expenditure patterns and travel characteristics can thus help event marketers and local tourism stakeholders to design effective marketing strategies for mega-sport events and local tourist attractions both on and off season.
... Boyle and Haynes (2004) examine the battle for control of football in the UK as media, business and fans all seek to redefine the sport. Horne (2006) provides a distinctive way of understanding the position of sport in consumer society. ...
1. ABSTRACT Sociology of sport in the UK is as old as the subdiscipline itself but was uniquely shaped by the prominence of football hooliganism as a major social issue in the 1970s and 80s. While it remains a somewhat niche activity, the field has been stimulated by the growing cultural centrality of sport in UK society. This quantitative and qualitative development has been recognized in recent governmental evaluations of research expertise. Current research reflects this expanded range of social stratification and social issues in sport both domestically and on a global level, while the legacy of hooligan research is evident in the continuing concentration on studies of association football. Historically, this empirical research has largely been underpinned by figurational, Marxist/neo-Marxist , or feminist sociological theories, but there is now a greater emphasis on theoretical synthesis and exploration. As a consequence of the expansion of the field, allied to its empirical and theoretical diversity, there is a burgeoning literature produced by UK sociologists of sport which spans entry level textbooks, research monographs and the editorship of a significant number of specialist journals. The chapter concludes by noting the future prospects of the sociology of sport in the UK in relation to teaching, research and relations with other sport-related subdisciplines and the sociological mainstream.
... The effects of this 'commodification' of sport are well established, especially in relation to the value of sports marketing to commercial firms and also in the inherent dangers of such a move, including corruption and exploitation (e.g. Whannel, 1992;Hughson et al, 2005;Giulianotti, 2005;L'Etang, 2006;Horne, 2006). Moral and ethical questions aside, what is of note for our argument is that this synergy is crucial to understanding the inevitability of scandal and sport. ...
Scandal has become an increasingly prominent sports phenomenon. All major sports competitions around the globe face scandals on a continuing basis; however, there is little research about the nature of scandal and its impacts on consumer behaviour. Drawing on the extant sports consumption literature, we develop a conceptual model of scandal and its impacts on sports consumption activities (ticket sales, viewership, merchandise sales). We then extend this model through examples of a sport scandal to propose the major dimensions of the scandal construct. Our goal in this paper is to develop a conceptual framework that is useful for future research of the scandal-consumption relationship.
... Another reason for the lack of scholarly attention to social movements and sport could be that although sport scholars often prescribe radical social change to improve social conditions, most of the movements surrounding sport in consumer culture tend to be pressure groups interested in achieving reformist goals or simply "value for money" rather than wholesale social or political transformation (Horne, 2006). Just as there are multiple reactions to globalization and sport, a working typology of different organizations, groups, and networks that directly or indirectly pose a challenge to hegemonic global sport order under the alterglobalist paradigm will be similarly diverse. ...
Alterglobalization is the name for a large spectrum of global social movements that present themselves as supporting new forms of globalization, urging that values of democracy, justice, environmental protection, and human rights be put ahead of purely economic concerns. This article develops a framework for the study of the influence of alterglobalization on sport by: outlining a periodization of social movements and sport; proposing a typology of responses to the politics of globalization; and proposing a typology of recent social movements associated with sport. The article does not report on an empirical research project, but provides a stock take of what has happened since the 1990s regarding the politics of globalization and the politics of sport, with specific reference to global social movements. The questions raised in this article include: What form do the movements challenging the world sports order today take? Does an alterglobalization movement exist in sport? What alternative models of sport do they propose?
... The effects of this 'commodification' of sport are well established, especially in relation to the value of sports marketing to commercial firms and also in the inherent dangers of such a move, including corruption and exploitation (e.g. Whannel, 1992;Hughson et al, 2005;Giulianotti, 2005;L'Etang, 2006;Horne, 2006). Moral and ethical questions aside, what is of note for our argument is that this synergy is crucial to understanding the inevitability of scandal and sport. ...
Why has the reporting of scandal in sport been increasing? This paper focuses on the commercialisation of sport and changes in the media landscape. A case study of the Australian Rugby League competition and its long-running series of scandals concludes that scandal is inevitable in sport, and that marketing strategies must incorporate this. The authors propose a new strategy-embracement-as an effective way of mitigating scandal and leveraging for sponsor market position.
... Ultimately, the professional athlete and representation of tattoos in the media warrants further investigation because of what the athletic body represents as physically and visually performative symbol. Hargreaves (as cited in Horne, 2006) notes the consumer-oriented response to the professional athlete's body, as the body is "a means of expression" (p. 2). ...
Mediated visual representations of athletes offer interpreted renderings of social norms, which can dictate social scripts of appearance and social status that encourage compliance or risk social shunning. Concurrently, tattooing has broadened in social acceptance, yet not among all social groups, while readily available photo altering software has led to a social outcry for “authenticity” in human visual portrayals. Such converging dichotomies are the crux of this case study of six athletes’ tattoo portrayals, or lack thereof, in visual media. Social comparison theory offers a foundation to demonstrate ways visual social norms continue to exert pressure on mediated representation; this study suggests a movement toward authenticity of self in an increasingly manicured, visually mediated human appearance.
... It is argued here that, despite the differences between sport and politics, the main characteristics of the political scandal closely resemble those found in a sports scandal. In the consumer culture of Western countries-in which sport is a highly integrated element (Horne, 2006;Roberts, 2004;Westerbeek & Smith, 2003)-athletes are celebrities with a profile equivalent to political figures: visible and frequently idolized (Andrews & Jackson, 2001;Nixon, 2008;Smart, 2005). ...
Sports scandals are often discussed in the media and research literature without any deeper reflection on their specificities or development. As the economic and political significance of sport seem to grow in correlation with the development of globalization and new social media, the call for a sociological understanding of the downsides of sport becomes imperative. By deploying a communication theory framework supplemented with insights from discourse theory, this article aims to develop a theoretical model of the sports scandal. It presents a 5-step model encompassing initial steps of transgression, followed by a publicly observed dislocation destabilizing the social order, which subsequently results in moral
communication, environmental pressure for appropriate action, and, finally, an institutional solution.
Grazie alle ricostruzioni della biblioteca personale di Joyce (Ellmann, 1977; Power 2018), ci è noto che l’edizione della Vita Nuova acquistata dallo scrittore è una prestigiosa ristampa (datata 1911) del libello di Dante, illustrata dai quadri di Dante Gabriel Rossetti, pubblicata per la prima volta in Italia nel 1902 per Roux e Viarengo. Joyce comprò la sua copia a Trieste, di seconda mano, in un periodo compreso tra il 1912 e il 1915. Il presente contributo intende sondare l’influenza della cosiddetta edizione “preraffaellita” del libello di Dante nell’immaginario Joyciano, tramite un’analisi della complessa figura di Gerty, la Nausicaa che Bloom incontra sulla spiaggia di Sandymount.
The aim of this study was to determine the characteristics determination of arm strength (push-ups , handstand on walled ) and motivation on the floor exercise for gymnastics skills at student Sampel used were 75 students perform physical tests sleeves and gymnastic skills tests on the floor exercise as much as 11 basic movements gymnastics floor ( roll , balance , handspring , etc. ) . After applying the regression analysis model , shows that the best model is obtained only with 28.4% of determination influence of arm strength and motivation to thegymnastics floor exercise skills in students , while 71.6 % of other factors that affect the outside research .
The article aims to analyse how the celebrities' bodies, especially in sports, incorporates dominant public values allowing us to understand the transformation of the prevailing ideas in a social context. Nowadays, the athletes' bodies are no longer tied only to performance or sporting success -or to values like hard work, productivity, perseverance, sacrifice, discipline- but much more, than in the past, to qualities such as beauty, wellness, and style. Fame can depend not only on the achievements or sporting skills, but also on simple visibility. Above all, the athlete's body, with its incorporated values, has today a market value, and the celebrity is readily commodified. © 2017 Universidad Autonoma de Madrid, Bajo Palabra Philosophical Association. All rights reserved.
This chapter returns to Jhally's early intervention in the field of media sport studies to reflect on the history, present, and future of what the author prefers to call the “media sports cultural complex” but is described variously in this context. It traces the twists and turns in sport's relationship with first print, then electronic, and finally computer-based media, and the continuities and discontinuities in media sport genres, structures, and relations of power. The chapter concentrates mainly on issues that concern the production of media sport. The main concern is with the ramifications for cultural citizenship of the emergence and development of the media sports cultural complex. The role of the media becomes especially important to the fortunes of the sports industry.
This chapter sets out some notes and critical observations on a less often researched aspect of sport spectacles and mega-events: who the agents and institutions are that assemble, build, and especially design the material infrastructure, including the stadia and facilities. The chapter focuses on the production of the material infrastructure of urban modernity and particularly debates about the political economy of the built environment, architecture, and architects. It outlines the growth of what Sklair calls the “transnational capitalist class” (TCC) and the place of architects in this class. The chapter presents an historical overview of architecture and architects in relation to urban sport spectacles in the United Kingdom and North America. The leading firms and architects that build sport stadia, and especially stadia for sports mega-events, are then discussed and their key characteristics identified. Finally, the chapter discusses and identifies future research questions for a critical sociology of sports architecture.
Throughout this paper I will argue that the “high modernism” of the inter-war era did not seek to distinguish itself from “low” art, and that, as a literary movement, it was very much engaged with mass culture. I will explore this in relation to two of the epoch’s most critically acclaimed authors, James Joyce and T. S. Eliot, giving particular focus to Ulysses and The Waste Land. My argument extends what Andreas Huyssen suggests in the After the Great Divide, that the separation of high and low culture is a critical construct that has no real basis in the literature it problematises. My argument will be founded on the notion of intermediality. I will show that, in their engagement with differing mass media, Joyce and Eliot deconstruct this false dichotomy by merging classical works with the products and instruments of mass culture. This paper will refrain from contributing further to the delineation of Joycean and Eliotic allusions, but rather, build an argument around Joyce and Eliot’s position in relation to mass media in the context of literary and cultural criticism.
Indian retail as one of the major sub-sectors in services industry is going through a transition phase. In such context, the proposed research aims to provide a comprehensive framework for the various important retail enablers in India. A combined approach of interpretive structural modelling and fuzzy MICMAC is adopted to identify and classify the key enabling factors based on their direct and indirect relationship. Based upon the literature survey and expert opinion 13 key enabling factors have been identified. Thirteen identified factors are government policies/regulations, supply chain, management commitment, location of store, image of the store, consumer culture, availability of skilled manpower, technology adoption, globalisation/competition, product localisation, real estate/infrastructure, workforce management and value conscious consumers. The MICMAC analysis reveals that four of these factors can be classified as independent, three factors as linkage and six factors are classified as dependent. However no factor is classified as autonomous. The fuzzy MICMAC shows that four factors can be classified as independent, nine factors as linkage and no factor is classified as autonomous and dependent. Based on this classification companies can devise marketing strategies across the retail value chain to become successful.
There is a burgeoning literature about sports mega-events, such as the FIFA Men’s Football World Cup Finals (hereafter Football World Cup or World Cup) and the Olympic Games, and the notion of legacy. For the purposes of this chapter I will refer to two distinctions with respect to legacies — that they can be tangible and intangible, and also universal and selective. It is well established that legacies can be tangible, that is related to, for example, changes in some way to the material infrastructure or economic performance, and intangible, that is related to, for example, emotional responses to a mega-event whether individual or collective (Preuss, 2007). A second distinction I want to suggest when thinking about legacy is that legacies can be selective and universal. By this distinction I mean the following. Selective legacies are particular, individualist and elitist, and tend to serve the interests of those dominating powerful political and economic positions in society. Universal legacies are communal, collectivist and inherently democratic, available to all by virtue of being made freely accessible. A problem for sports mega-events is that they largely generate tangible legacies that are selective and intangible legacies that are universal. I will return to this distinction in the conclusion.
The professional sports industry is a complex micro economy consisting of a set of interdependent markets and actors. In other words, professional sports teams and organisations, the media and sponsorship constitutes a trinity from which each of the parties is able to drive substantial profit (Smart 2008, 7). In the past, the roles of the different stakeholders of the sports/media complex were clearly defined. However, the development and spread of new media and communication technologies have now changed the sports/media complex. Sports clubs tried to become media companies themselves by offering club channels, mobile content and websites to their fans. When discovering the opportunities of new media, sports clubs bypassed traditional media and reached out directly to their fans. Furthermore, the role of the fans/public in the sports/media complex has also been altered. In the past, they passively submitted themselves to linear broadcasts of sports events. Currently, the public, when having access to the Internet and digital cameras, become potential producers of sports content.
This article on Ulysses 13 argues that Gerty’s fetishized feet and lame leg function as verbal, visual, and aural symbols that guide the readers through
an intertextextual labyrinth. It shows that the Nausicaa episode does not just re-enact the mythic Homeric encounter between a foreign man and an unguarded girl on the beach of Phaeacia,
but alludes simultaneously and repeatedly to other versions — classical and modern of the original erotic-elegiac encounter.
The author contends that Gerty MacDowell, like the scriptae puellae of Latin elegy and Ovid in particular, is a textual-object fabricated by the artist-lover. She is Bloom’s flawed erotic masterpiece.
Since its 1922 publication, Ulysses has been repeatedly reincarnated, adapted across numerous media in works of all sorts. These versions and invocations of Ulysses replay the novel’s legacy, recycling properties of its reputation such as its stature and smuttiness. The obvious places Ulysses turns up are literary. The novel provides fertile hunting ground for an array of scholarly agendas; meanwhile, writers of fiction and poetry reckon with Ulysses as a monument of stylistic innovation. Unexpected allusions to the work proliferate as well, such as the epigram above, lyrics from a popular novelty song in which a neurotically masculinized camp counselor reads Ulysses to baffled children. The less predictable appearances can be the more fascinating, since they reveal much about the book’s position within larger cultural spheres, its relationship to Joyce’s renown, and its circulation among readers and audiences. A few years ago my father returned from vacation in Ireland wearing a T-shirt emblazoned with the novel’s opening sentence: “Stately, plump, Buck Mulligan.” A well-educated person with advanced degrees, my father has never read Ulysses. Something, though – something beyond paternal inclination to identify with his son’s profession – spurred this purchase. What was it? The issues that accompany this question shape the afterlives of the novel. To announce affiliation with Ulysses – whether through expertise, adaptation, allusion, or attire – is to partake of its value as a signifier of high culture, a status derived from the novel’s notorious difficulty and expansiveness.
Laura Marcus is one of the leading literary critics of modernist literature and culture. Dreams of Modernity: Psychoanalysis, Literature, Cinema covers the period from around 1880 to 1930, when modernity as a form of social and cultural life fed into the beginnings of modernism as a cultural form. Railways, cinema, psychoanalysis and the literature of detection - and their impact on modern sensibility - are four of the chief subjects explored. Marcus also stresses the creativity of modernist women writers, including H.D., Dorothy Richardson and Virginia Woolf. The overriding themes of this work bear on the understanding of the early twentieth century as a transitional age, thus raising the question of how ‘the moderns’ understood the conditions of their own modernity.
This book investigates a critically important development in the history of modernity: the unprecedented marketing of various forms of authenticity in late 19th and early 20th-century Britain. The selling of objects and places allegedly free of commercial taint-what the book terms the "commodified authentic"-marks a crucial but overlooked turn in modern culture and offers a new way to understand literary modernism and its complex negotiation of tradition and novelty. Writers, marketers, town planners, and architects simultaneously began to draw on the commodified authentic in creating novels, houses, model communities, and commercial displays. The book examines how, in these disparate works, new objects and places were packaged as mini-representations of theoretically noncommercial values; the book explores nostalgic versions of the commodified authentic (such as evocations of an authentic rural past); originary versions (such as appeals to an original, genuine article); and aesthetic versions (involving images of a purified aesthetic free from any taint of the mass market). The chapters draw on literary, commercial, and architectural examples, considering two significant clusters of activity in differing locations. The first cluster (part I, "Commodified Nostalgia and the Country Aesthetic") focuses on the country, investigating how both rural villages and houses-well-established repositories of authentic meaning-became new sites for intense commercialization that were explicitly produced through modern industry and factory work. The second cluster (part II, "Urban Authenticities") shifts the focus to the city, arguing that authenticity-often considered antithetical to the urban setting-was translated into malleable images developed within urban spaces. The simultaneous moves to create "authentic" spaces or objects that were supposedly outside the marketplace and also to embrace commerce as the best way to make such spaces and objects controllable and accessible in fact represented a powerful way to balance the contradictions of modernity, as well as an innovative tool to sustain the paradoxes of literary modernism.
International Celebrities and Irish CanonsHistory and the Problem of PeriodizationEleven Decades, Four PartsReferences and Further Reading
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