Cultural Differences in Fan Ritualization: a Cross-Cultural Perspective of the Ritualization of American and Japanese Baseball Fans

Seungwoo Chun, University of Nebraska-Lincoln
James W. Gentry, University of Nebraska-Lincoln
Lee P. McGinnis, Washburn University
ABSTRACT - The purpose of this paper is to conceptualize the fan ritualization process through which an individual acquires ritualized sports fandom, as characterized by symbolized, role-assimilated, and self-enacted sports-related consumption experiences. Sports fans employ several fan ritualization strategies including formalism, symbolic performance, traditionalism, and socializing in order to secure ritualized sports fandom. However, these strategies of fan ritualization are culture-specific because sports fans authorize and legitimize ritualized sports fandom according to their cultural values. This paper offers several propositions regarding cultural differences in fan ritualization between American and Japanese baseball fans.
[ to cite ]:
Seungwoo Chun, James W. Gentry, and Lee P. McGinnis (2004) ,"Cultural Differences in Fan Ritualization: a Cross-Cultural Perspective of the Ritualization of American and Japanese Baseball Fans", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 503-508.