Anti-Madridista: Negative Symbolic Consumption By Football Fans

The consumption of football entails a considerable amount of symbolism, which is often related to the colours and merchandise paraded by the fans. This paper focuses on anti-items, i.e. team-related tangibles (e.g. shirts, jerseys, scarves, hats, flags) that identify the fan in opposition to other teams. As an example of negative symbolic consumption, anti-items are presented in the framework of distinction and interpreted according to catharsis and self-expression theories. These findings are based on extensive naturalistic research in the football fan subculture.


Emma N. Banister, Margaret K. Hogg, Alain Decrop, and Dominique Roux (2005) ,"Anti-Madridista: Negative Symbolic Consumption By Football Fans", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 454-455.


Emma N. Banister, Lancaster University Management School, U.K.
Margaret K. Hogg, Lancaster University Management School, U.K.
Alain Decrop, FUNDP, University of Namur, Belgium
Dominique Roux, University Paris XII, France


E - European Advances in Consumer Research Volume 7 | 2005

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