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29 No. Personally, the biggest negative aspect of commercialization is . 341-358. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 1, pp. Studies on fan identity, attitudes and emotions portray more varying effects. - professionalism. However, if satellite fans understand and adapt to the existing local fan community, positive attitudes towards this group are more likely. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. It is a multifaceted process which may take on many different forms. However, Jensen etal. 3, pp. 1, pp. 34 Nos 17-18, pp. Meier, H.E. 41 No. The authors find that the nostalgic cues used in this event are a means to yield excitement and evoke more emotions (Andon and Houck, 2011). Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. Methodologically, the review builds on the method suggested by Tranfield etal. (2012) and Dos Santos etal. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. 159-169, doi: 10.1108/02651339710170230. Swanson, K.K. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. 461-469, doi: 10.1002/mar. Click the card to flip . Technology affects many aspects of sport from performance on and off the field to spectating and public profile. This review also concludes that as many studies are based in Anglo-Saxon contexts, we lack a holistic understanding of the nature of commercialization of elite sports. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). Below, we set out a research agenda focusing on methodological, theoretical, conceptual, and empirical development. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. Third, elite sports are regarded as sports performed on the highest athletic level. The Pro's and Con's for the Sport! Kelley, K., Harrolle, M.G. Two main subareas identified within this theme are fan loyalty and fan resistance. Globalization not only impacts the way in which sports are conducted and organised but also how they are perceived and what they mean in today's world . For instance, different levels of loyalty (Dwyer, 2011), engagement (Yoshida etal., 2014), identification (Wann and Branscombe, 1990) and roles in value-co-creation exist (e.g. 824-837, doi: 10.1016/j.smr.2020.04.001. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. The literature has mainly derived conclusions from European elite football contexts. Therefore, future research should apply methods utilizing these platforms, such as social media analytics (Stieglitz etal., 2014), to investigate how fan engagement on social media is affected by commercialization. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors.