Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners

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With a foundation in fan studies, this article proposes an approach which articulates a comparative perspective with the field of socio-anthropology of sport based upon my fieldwork with football supporters and amateur runners. Through an analysis of my participant observation, I will present the di...

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Autor principal: Hijós, María Nemesia
Formato: Artículo revista
Lenguaje:Español
Publicado: Facultad de Filosofía y Humanidades. Museo de Antropología 2017
Materias:
fanáticos
fanatizados
running
hinchas
fidelización
consumo
fanatics
fanaticize
supporters
loyalty
consumption
Acceso en línea:https://revistas.unc.edu.ar/index.php/antropologia/article/view/16630
Aporte de:
Revista del Museo de Antropología de Universidad Nacional de Córdoba
id I10-R372-article-16630
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spelling I10-R372-article-166302024-11-04T18:47:28Z Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners Fanáticos y fanatizados: un análisis comparativo sobre las prácticas de consumo y fidelización entre hinchas de un club de fútbol y un grupo de runners Hijós, María Nemesia fanáticos fanatizados running hinchas fidelización consumo fanatics fanaticize running supporters loyalty consumption With a foundation in fan studies, this article proposes an approach which articulates a comparative perspective with the field of socio-anthropology of sport based upon my fieldwork with football supporters and amateur runners. Through an analysis of my participant observation, I will present the different ways in which the market and cultural industry address football spectators as supporters, partners, and/or fans while some runners are presented as athletes, though they define themselves as fanaticized by this sport. While being a supporter or a runner are two identities with different capacities related to the contemporary and global context of social commodification, the practices of these groups may be associated. Thus, my aim is to study how clubs or brands appeal to consumers, proposing and imagining the ways to be a supporter or to practice a sport. These constructed identities are inherently linked to the current methods of consumption (both in football and sport in general), which can also be understood as results of “fanification” and loyalty strategies in regards to the club or brand. Tomando como punto de partida los estudios sobre fanatismos [fan studies], este trabajo propone una articulación y una aproximación en perspectiva comparativa con el campo de la socio-antropología del deporte a partir de mi trabajo de campo con hinchas de fútbol y corredores amateurs. Analizando mis registros de observación participante, presentaré los diferentes modos en que el mercado y la industria cultural interpelan a los espectadores de eventos futbolísticos como hinchas, socios y/o fanáticos, mientras que algunos practicantes del running son presentados como atletas y/o deportistas, aunque ellos mismos se autodefinen como fanatizados por el deporte. Si bien ser hincha y ser runner pueden ser dos identidades con disposiciones diferentes, frente al contexto contemporáneo y global de mercantilización social, las prácticas de estos sujetos pueden estar asociadas. Es así que mi objetivo es indagar sobre las formas en las cuales el club o la marca interpelan a los actores, proponiendo y prefigurando un modo de ser hincha o un modo de practicar un deporte. Estas identidades construidas están inherentemente ligadas a las formas actuales de consumo (futbolístico y deportivo), las cuales también pueden ser entendidas como resultados de estrategias de fanificación y fidelización al club o a la marca. Facultad de Filosofía y Humanidades. Museo de Antropología 2017-12-22 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer reviewed article Artículo revisado por pares investigación cualitativa; antropología social; etnografía; observación participante Artigo revisado por pares application/pdf text/html https://revistas.unc.edu.ar/index.php/antropologia/article/view/16630 10.31048/1852.4826.v10.n2.16630 Revista del Museo de Antropología; Vol. 10 No. 2 (2017); 183-192 Revista del Museo de Antropología; Vol. 10 Núm. 2 (2017); 183-192 Revista del Museo de Antropología; v. 10 n. 2 (2017); 183-192 1852-4826 1852-060X 10.31048/1852.4826.v10.n2 spa https://revistas.unc.edu.ar/index.php/antropologia/article/view/16630/18834 https://revistas.unc.edu.ar/index.php/antropologia/article/view/16630/21287 Derechos de autor 2017 María Nemesia Hijós
institution Universidad Nacional de Córdoba
institution_str I-10
repository_str R-372
container_title_str Revista del Museo de Antropología
language Español
format Artículo revista
topic fanáticos
fanatizados
running
hinchas
fidelización
consumo
fanatics
fanaticize
running
supporters
loyalty
consumption
spellingShingle fanáticos
fanatizados
running
hinchas
fidelización
consumo
fanatics
fanaticize
running
supporters
loyalty
consumption
Hijós, María Nemesia
Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
topic_facet fanáticos
fanatizados
running
hinchas
fidelización
consumo
fanatics
fanaticize
running
supporters
loyalty
consumption
author Hijós, María Nemesia
author_facet Hijós, María Nemesia
author_sort Hijós, María Nemesia
title Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
title_short Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
title_full Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
title_fullStr Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
title_full_unstemmed Fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
title_sort fanatics and the fanaticized: a comparative analysis of consumption practices and loyalty among football supporters and runners
description With a foundation in fan studies, this article proposes an approach which articulates a comparative perspective with the field of socio-anthropology of sport based upon my fieldwork with football supporters and amateur runners. Through an analysis of my participant observation, I will present the different ways in which the market and cultural industry address football spectators as supporters, partners, and/or fans while some runners are presented as athletes, though they define themselves as fanaticized by this sport. While being a supporter or a runner are two identities with different capacities related to the contemporary and global context of social commodification, the practices of these groups may be associated. Thus, my aim is to study how clubs or brands appeal to consumers, proposing and imagining the ways to be a supporter or to practice a sport. These constructed identities are inherently linked to the current methods of consumption (both in football and sport in general), which can also be understood as results of “fanification” and loyalty strategies in regards to the club or brand.
publisher Facultad de Filosofía y Humanidades. Museo de Antropología
publishDate 2017
url https://revistas.unc.edu.ar/index.php/antropologia/article/view/16630
work_keys_str_mv AT hijosmarianemesia fanaticsandthefanaticizedacomparativeanalysisofconsumptionpracticesandloyaltyamongfootballsupportersandrunners
AT hijosmarianemesia fanaticosyfanatizadosunanalisiscomparativosobrelaspracticasdeconsumoyfidelizacionentrehinchasdeunclubdefutbolyungrupoderunners
first_indexed 2024-09-03T20:01:13Z
last_indexed 2025-03-27T05:32:37Z
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