Football in the dynamics of consumption: the forms of marketing and the building of a shared identity

Author/s Michele Bonazzi
Publishing Year 2012 Issue 2011/41-42
Language Italian Pages 24 P. 193-216 File size 125 KB
DOI 10.3280/SC2011-041013
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To identify oneself with a football team is a process capable of building a community that encompasses and distinguishes at the same time those who adhere to it. A shared identity also manifests itself in the ownership of goods that are an undeniable sign of belonging. The promotion of these objects takes place through traditional marketing practices and those forms of unconventional marketing that allow the consumer to play an active role in the productive mechanism. Football is a part of this new dynamics involving producers and consumers to sell the productfootball and the whole universe of consumption that revolves around it.

Michele Bonazzi, Il calcio nelle dinamiche di consumo: le forme del marketing e la costruzione di un’identità condivisa in "SOCIOLOGIA DELLA COMUNICAZIONE " 41-42/2011, pp 193-216, DOI: 10.3280/SC2011-041013