Commercialization and Lifestyle Sport: Lessons from Twenty Years of Freestyle BMX in ProTown, USA

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Edwards, Bob (författare): Department of Sociology, East Carolina University (ECU), USA

(creator_code:org_t)

2010-09-10
2010
Engelska.
Ingår i: Sport in Society. - Abingdon : Taylor and Francis. - 1743-0437 .- 1743-0445. ; 13:7-8, s. 1135-1151

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Abstract Ämnesord

Stäng

Recent research on lifestyle sport and commercialization reveals a problematic and complex relationship. The analysis presented here examines the development and impact of commercialization on a unique and influential local BMX scene over a 20-year period. Three forms of commercialization - paraphernalia, movement and mass market - are identified and their varying influences on the mobilization and development of this lifestyle sport are analysed. Findings reveal that lifestyle-sport insiders actively collaborate in each form of commercialization, especially movement commercialization which has the potential to build alternative lifestyle-sport institutions and resist adverse commercial influences. This research conceptualizes freestyle BMX as a social movement within the resource-mobilization perspective and relies upon a combination of direct and participant observation recorded through field notes and augmented by 25 in-depth interviews. The combination of analytical tools and methodological approach can help shed further light on the complex dynamics of commercialization in lifestyle sports.

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