Support Your Local Team: Resistance, Subculture, and the Desire For Distinction.

Brendan Richardson, Dept. of Management & Marketing University College Cork
Darach Turley, DCU Business School, Dublin City University

Support Your Local Team: Resistance, Subculture, and the Desire for Distinction.

Authors:

Richardson, Brendan (Department of Management & Marketing, UCC, Cork, Ireland), & Turley, Darach (Dublin City University Business School, DCU, Dublin, Ireland).
 

Body of abstract:

Cultural capital (Bourdieu 1984) is proposed as a model for exploring the nature of consumer resistance (Hogg and Savolainen 1998). The study of one community of football fans reveals the use of sub-cultural capital to maintain social distinctions between themselves and ‘barstool’ fans, who fail to support the local club and who support glamorous English clubs instead. Ultimately resistance is not aimed at the market, but at the practices of the oppositional group, whose subjectively defined tastes can be easily derogated. Such derogation reassures the ‘ingroup’ of the distinctiveness of their own identity and the superiority of their own tastes.
[ to cite ]:
Brendan Richardson and Darach Turley (2006) ,"Support Your Local Team: Resistance, Subculture, and the Desire For Distinction.", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 175-180.