Focused ethnography and analytical sociology: a four-phase model for exploring ‘the paradox of commercialism’ in sports

ABSTRACT

In this synthesizing paper, some mutually beneficial relations between analytical sociology (AS) and focused ethnography (FE) are identified. More specifically, examples from tennis, motorsports and professional road cycling are used to argue that social mechanisms related to ‘the paradox of commercialism’ in sport can be illuminated by synthesizing ethnographic exploration and analytical theorizing. This synthesis is organized as a four-phase model, which aims to be a guide for ethnographers on how to identify, explore and explain these mechanisms related to the paradox of commercialism. Finally, although of secondary importance to the theoretical-methodological focus, this paper also contributes to an understanding of how the situational tension between ‘commercialists’ and ‘traditionalist’ in sport may have its paradoxical force weakened.

KEYWORDS:

• Methodological innovation
• commercialism
• tennis
• motorsports
• road cycling

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Hans Erik Næss

Hans Erik Næss (b. 1978) is Associate Professor in Sport Management at Department of Leadership and Organization, Kristiania University College. Besides qualitative explorations of the sociology of sports, his research interests include sport governance, sport culture, and the global relations between sport, politics, and human rights. He has published a number of articles on these topics in journals like European Journal for Sport and Society, Sport Management Review, Journal of Business Ethics, and Journal for the Philosophy of Sport.