Discordant fandom and global football brands: ‘Let the people sing’
(2015)
Journal Article
Hewer, P., Gannon, M., & Cordina, R. (2017). Discordant fandom and global football brands: ‘Let the people sing’. Journal of Consumer Culture, 17(3), 600-619. https://doi.org/10.1177/1469540515611199
This article has three main objectives. Our first is to turn to sport as a particularly illuminating and revealing example of consumer culture in the making. Marketplace logic suffuses consumer culture, and exploring practices of fandom as performed... Read More about Discordant fandom and global football brands: ‘Let the people sing’.