Emancipation Through Modernist Pursuits: the Discipline of Running

Emancipation Through Modernist Pursuits:

The Discipline of Running

Tandy D. Chalmers

University of Arizona


This study presents an alternative and complementary view of emancipation revealed through an existential-phenomenological analysis of the running subculture. The process through which distance runners achieve emancipation diverges from the mechanisms outlined in previous consumer research in that it is not temporally constrained, it takes place within the confines of ordinary life, it is not opposed to a dominant power, and, most interestingly, it occurs through a systematic imposition (not removal) of modernist constraints such as time, distance, achievement, and progress.


Tandy Chalmers (2006) ,"Emancipation Through Modernist Pursuits: the Discipline of Running", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 15-20.


Tandy Chalmers, University of Nebraska-Lincoln


NA - Advances in Consumer Research Volume 33 | 2006

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