We Love to Hate You: Discourse Between the Distance Running Subculture and Mainstream Media

The purpose of this paper is to examine how subcultures that value exclusivity navigate the tensions inherent in mainstream popularity. Through an analysis of the distance running subculture, we show that runners use mainstream media as a tool to demonstrate their exclusivity. They do this by using mainstream media portrayals of running as a tool to assert their insider knowledge of the subculture, to differentiate themselves from others by showing their unique appreciation of running media, and by justifying the mainstream popularity of the sport by proclaiming that it supports them in their more exclusive running lifestyle.


Tandy D. Chalmers and Hope Jensen Schau (2007) ,"We Love to Hate You: Discourse Between the Distance Running Subculture and Mainstream Media", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 187-188.


Tandy D. Chalmers, University of Arizona, USA
Hope Jensen Schau, University of Arizona, USA


NA - Advances in Consumer Research Volume 34 | 2007

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