The New Olympian and Its’ Sacred Devices
This paper seeks to investigate how athletes deal with their sport-self construction. To do so, a multi-method approach, with visual and textual data, is employed in a hermeneutical analysis. Preliminary findings from athletes from different sports show that they often have a magical (believes of supernatural power in the equipments) or rational (a reliance in the technological features of the device) world-view, and this influences the relationships between the athlete and their sport apparel. Results also show that the athletes possess a fragmented self, divided at least in their sport-work time, and their personal-leisure time.
Citation:
Renan Petersen-Wagner, Rodrigo Bisognin Castilhos, Alberto Reinaldo Reppold Filho, and Leonardo Mataruna (2008) ,"The New Olympian and Its’ Sacred Devices", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.
Authors
Renan Petersen-Wagner, Universidade Federal do Rio Grande do Sul, Brazil
Rodrigo Bisognin Castilhos, Universidade Federal do Rio Grande do Sul, Brazil
Alberto Reinaldo Reppold Filho, Universidade Federal do Rio Grande do Sul, Brazil
Leonardo Mataruna, Universidade Estadual de Campinas, Brazil
Volume
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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