chapter  5
27 Pages

Consuming Corporate Values: Football Fandom Habitus, Disneyisation and Late Modern Life

This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book encourages readers to formulate a picture of football fandom as consumption in the late modern period. Taken from the point of fandom genesis and extending into the most routine and mundane aspects of daily lives, the book has captured the essence of football fandom cultures, both in the moment and as they shift and change with time. The book argues that to understand the construction, maintenance and evolution of football fandom cultures, an appreciation of the everyday consumption experience is crucial. Evidence suggests that the continuity of football cultures is sustained through acts of consumption that are implicit in semi-conscious processes of cultural teachings, supplemented with exchange rituals that run 'down', 'across' and 'up' through generations of fans. The chapter explores how fandom is consumed through the mechanics of social life.