Ultimate Rebranding: The Active Commodification of Sport Subculture

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Paper Session: Sport Communication Interactive Paper Session

Abstract

This study examines the impact of a self-initiated commodification process on a sporting subculture, and advances an emerging scholarly argument that views commodification as an active and potentially empowering process for subcultures. This challenges the perception of commodification as a largely negative and passive process. By aligning itself with other professionalized sports, such as soccer, basketball and football, professional Ultimate Frisbee leagues are re-branding ultimate as part of an effort to expand its fan base. This study empirically evaluates how a historically marginalized sport seeks to remake its image, and how its internal conflicts impact its ability to create a cohesive external message. Fundamentally, media play a key role in structuring outside perception. Through an analysis of player interviews and historical and contemporary media coverage, this paper assesses how a professional Ultimate team modified and marketed its image while maintaining control over its representation and cultural values.

Author

• Caitlin Cieslik-Miskimen, University of Wisconsin-Madison