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JOURNAL OFCONSUMER PSYCHOLOGY, 14(1&2),151-158
0 2004,Lawrence
Copyright Associates,Inc.
Erlbaum
RobertV. Kozinets
Departmentof Marketing,Kellogg School of Management
NorthwesternUniversity
Diana Storm
Universityof SouthDenmark-OdenseUniversity
So I'm in a footballpool andeveryso oftenwe all get togetherat enjoy games, or watchinga bunchof differentsports.It lends
ESPN Zone, with that competitivespiritto sit and watch the itself (ah)tojust kindof lettingyou unwind.It'skindof like an
gamesandtalkabouteachothers'picks,(youknow)thatfellow- ultimate sports luxury,being away from home ... just be a
shiptypeof thing.Youget togetherwithguys you growupwith couchbum.Guys sometimesuse it as theirescape (you know).
andguys you meet overtime, as a just naturalmale thing.The Guys need an escape.
malethingatESPNZoneis a placewhereyou canjust watchall
the gamesandthat'sone thingthatreally(ah)drivesthe testos-
Mark,AfricanAmericanmale, early 30s
terone.... Unlessyou bringa youngladywho truly,trulyenjoys
sports,it's definitelya male dominatedatmosphere,testoster-
one flying in the air.Womentheredon'tchangethe dynamics. The words of our informant as revealed in this interview il-
Wedon'tchangetheway we react,anywherefromadultcontent lustrates the nature of gender roles within this complex,
languagegoingontojust(youknow)lotsof drinking.You'rere- sports-themed environment. Similar accounts of the public
ally not cognizantof thatfemalepresence.If anything,thatfe- performance of cultural models of gendered behavior, en-
malepresencehas to reallykindof adaptto ourenvironmentor acted on the stage of retail theater, replete with themes of
else, it's kind of like a "toughluck"situation. agency and ritualized display, are explored in the balance of
They've [ESPNZone] set it up in such a way where ... it's this essay. We demonstrate, in our ethnographic account of
kind of like one of those ChuckE. Cheeses for grown-upsto
gender in the Zone, the ways retail environment and gender
roles interact to inflect gendered behavior.
We investigate the structuring of staged experience in
shouldbe sentto JohnF Sherry,
Requestsforreprints Jr.,Departmentof
which gender plays an important and almost autonomic role.
KelloggSchoolof Management,
Marketing, Northwestern 2001
University,
SheridanRoad,Evanston,IL 60208.E-mail:jfsherry@kellogg.northwest- This staging of retail experience has been recognized by mar-
ern.edu keting pundits such as Joseph Pine (Pine & Gilmore, 1999)
152 SHERRYET AL.
bedding of performanceart in commerce transformscon- ticipatoryArena, with its banks of games, and the primarily
sumers into props as well as actors, highlighting the pas- spectatorial Screening Room, with its banks of moni-
sive-active dialectic that fuels spectacle. Consumersenact tors-ensure both the active and passive engagement of
genderroles on a stage providedby the marketer,as evident consumerswith sport.Gottdiener(2000) asserted,in a man-
in the revelatoryincidentwe describe. ner consistent with Belk (1995), that the pervasive
Consumer researchershave explored retail theatrics in commoditizationof life (e.g., themed malls, theme parks)
such venues as malls, departmentstores (Creighton, 1998), has resultedin new forms of consumption(NFCs). NFCs are
open air markets(Sherry, 1990), and flagship brand stores new to classic theories of consumption,and to modernlife,
(Pefialoza, 1999; Sherry, 1998). Our investigation extends andareremarkablechiefly for the place-basednatureof their
this explorationinto the realm of what sociologist George impact. These consumptionspaces are pleasure zones that
Ritzertermsthe new means of consumption(NMC). Accord- serve both as medium and object of consumer behavior.
ing to Ritzer (1999, p. 2), the retail settings that have come Place is coproduced by marketers and consumers, and
into existence since the end of WorldWarII have "dramati- shapes, if not entirely determines,the consumptionexperi-
cally transformedthe natureof consumption." ence.
ESPN Zone Chicago, our field site, is distinctivefor more Following Fischer and Gainer (1994), we use sport as a
than its complexity compared to the sites of many earlier windowonto male genderrole behavior,but,unlikethem,we
studies, such as many on the long list of sites mentionedby do not focus to any greatdegree on analyticdistinctionsbe-
Ritzer (1999), comprisingsuch venues as themed malls and tween participation,spectatorship,and fandom.In our work
restaurants,casinos and cruise ships, sports stadiums and at ESPNZone Chicago, we have heeded Real's (1998, p. 15)
museums, and, increasingly,culturallyreconfiguredpublic call to "problematize"what he calls "MediaSport"the way a
and private institutions, such as planned communities and "remoteanthropologist"might approach"strange"behavior.
smarthomes. Otherpreviousinvestigationshave focused on Because most analysesof this phenomenondeal with gender
whatmight arguablybe describedas sites of the feminization image-in particular,the focus is on female marginalization,
of public space. Retail theaterhas its originsin thejoint colo- stereotypification,and sexualization-and because there is
nizationof public spaceby women, andthe transformationof an emerging interestin masculinity,we opted to pursuethe
women from domestic producersto prototypicallymodem more neglectedrouteof male audienceresearch(Kinkema&
consumers(Domosh & Seager, 2001). The "feminizedritu- Harris,1998). We are not concernedin this study with mas-
als of shopping"(Bowlby, 2001; Domosh & Seager,2001, p. culinityso muchas the performanceanddisplayof masculin-
91; Miller, 2001) that are the locus of contest, cooperation, ity in public spaces designed to elicit patternedbehaviors.
and cooptationbetween marketersand consumers-the sites The site evokes both the communalritualof the stadiumand
of resistance and appropriationthat the cocreation of con- personalfantasyof home televiewing.
sumptionrequires-are the traditionalfocus of consumerre-
search.ESPNZone Chicagois also a genderedspace, but our
informantsrecognize it as essentiallymasculinein character. METHODOLOGY
Arising as it does from its roots in neighborhoodsportsbars,
athletic fields, and couch potato patches, ESPN Zone Chi- We embarkedon a researchteam approachto a multifaceted
cago approximatesa male preserveanda playgroundof men. ethnographicinquiry. For a period of 2 years, an ethno-
graphicteamcomposedof 3 men and3 women froma variety
of generations,cultures,and attitudestowardsportinhabited
RESEARCH SITE the venue across all hours and seasons of its operation.The
use of such a diversified team is a critical departurefrom
ESPN Zone Chicago comprises 35,000 squarefeet of spec- standardethnographicpracticereportedin the literature.This
tacularconsumptionpotentialin thatcity's upscale shopping diversitypermitteda more nuancedexplorationof the phe-
district.The site is ajoint venturebetweenthe Disney Corpo- nomenon than conventionalpracticeallows by enabling tri-
rationandthe sportsnetworkESPN. It is a complex hybridof angulationof individualobservationsin the formulationof a
restaurant,sports bar, and theme park that encourages pa- cogent, multiperspectivalinterpretation.Workingsingly, in
trons,througha host of simulations,arcadeandvirtualreality dyads, andin triads,the field workersused participantobser-
games, andubiquitoustelevision monitors,to immersethem- vation,interview,andphotographyto collect data.Interviews
selves as participantsand spectatorsin a phenomenological were transcribedverbatim, and logs of e-mail correspon-
universe we describe as sportsworld.Patronsare invited to dence with participantswere kept.Field-siteartifacts,such as
"Eat, Drink, Watch, Play" with the first clause of the Zone menus, Zone brochures,and other promotionallitera-
servicescape's advertising slogan, and discouraged from turefoundon-site were preservedfor interviewinguse in pro-
imagining any other conceivable alternativestate of being jective and autodrivingtasks with informants.
with the slogan's conclusion:"WhatElse Could You Want?" In regular strategy sessions, researchersmet to analyze
The principalvenues of the servicescape-the primarilypar- dataand shapethe emergentdesign of the study.Individually
154 SHERRYET AL.
their delivery. In fact, televised sports contests are situated here it's not too muchof uh a stretchfrom whatyou would be
within a context of culturalpageantry(Guttman,1992; Holt, (like) doing on a Monday night.
1995; MacAloon, 1984; Martin& Miller, 1999) thatincludes Jonathan,AfricanAmericanmale, early 20s
pre-/mid-/postgameactivities,commentators,frontieradver-
tising interventions,festive comportmentin the stands,and a Sportis a site of the negotiationof genderedidentity.De-
host of other diversions.This pageantryis clearly visible in spite the long, discontinuous,andrapidlyacceleratingpartic-
the spectatorialovertones suffusing ESPN Zone. That these ipationof women (Guttmann,1992), sportis still frequently
understoodas an exaltationof masculinity.For example, in
spectacles often unfold as melodrama,especially as broad-
cast by wise and knowing commentatorswith whom the fan surrenderto the communitasof the fraternalbondingof fans,
is encouragedto identify, invites spectatorsto employ sport the ceremonial enactmentand celebrationof male identity
as a vehicle of fantasy and projection (Rose & Friedman, are powerfulmotivationsfor the performanceof sport.Jona-
1997), immersingthemselves in a simulatedsportsworld. than's opening remarksillustratethere is also an underlying
ESPN Zone Chicago immerses its patrons in the affiliationbetween man and sportand an attemptto combine
sportsworld.Real, virtual, and broadcastengagementinter- these two relations(i.e., sportandwomen) in one place. Con-
penetrateone another.Consumers shuttle rapidly between sider some otherobservations:
the roles of participantand spectator,as noted by this infor-
mant:"I enjoy watching otherpeople who are interestingor I thinkit's anidealenvironmentto takea groupof buddies,
your male friends.
When youthinkaboutteamsportsit'susu-
good at the games they play as muchas I enjoyplayinggames
myself."Consumersareremindedconstantlythatthey are at allya maleorfemalesport.It'swhenyoubuildcamaraderie.
If youlookaroundit's mostlymenhere.
the epicenterof sportsworldas they merge with its continu-
Dave, AfricanAmericanmale, late 30s
ous production.Corporateofficersregardthe ESPN brandas
comprising a "grouphug of sports fans," and identify both In a social milieu in which male-to-malecompanionship
the brand'smanagersand its consumerfranchise as "fans."
is highly valued, but must be carefully defined, sports pro-
This ethos of inclusivenessand communitasalso encourages
vide a perfect outlet for this closeness, and ESPN Zone Chi-
an appreciationfor the irreverentoutspokennessembodied
cago and other sports bars like it provide the perfect loca-
by the network's celebrity broadcastersand commentators tions. Anotherinformantsimilarlyremarks,"There'sa level
(Larson,2001, p. 23). One informantnoted of camaraderiethat'spresenthere that'sdifferent(you know)
than any otheratmosphere..."
Sportis a verymaledominated
typeof thing,whereeveryone These are spaces in which socially acceptablegood clean
has somekindof commentary. At ESPNZoneyoucanlook
fun can be pursuedby men. It is a place where "buddies"can
faceto facewithyourcomradesandsay "Itoldyou,Randy
be together,in which men can watch men's sports,in which
Mossis garbageandDrewBledsoeis reallya greatquarter
back." ... You can feel like an expert, because it's a forum camaraderiescan be establishedand maintained.
where you can raise your opinions back and forth freely. Seating arrangementsin the Screening Room are also a
You'rethepersonthatfeels liketheexpert. source of gender-typing. "Mike," a White male in his
Mark,AfricanAmericanmale, early 30s mid-20s statedthat
InterpretingTim's culinarycomments,we find some highly enforces a pose thathas come to be associatedwith leisurely
genderedreadingsaboutwhichmenuitems constitute"man's masculinity,the benefitsof being male, of being enthronedin
food."Men's food tendsto be "barfood,"the type of food that one's home palace, of being king. The "chompingdown"of
can be eatenquickly,with one hand,gulpeddown while talk- "big cigars" seems to connote imagery from '50s mobster
ing, drinking,or watchingtelevision. Ourmale informantsat flicks, Wall Street players, and Hollywood media ty-
ESPNZone Chicago arenot actuallyinterestedin fine dining coons-men of power, places of success, manly players in
experiences. These more civilized experiences are absent the games of men.
from Tim's commentsperhapsbecause they are not the do- Informantsalso reveal their hypnotic enchantmentwith
mainof men. He takesthis lack of diningto anextremeby ele- the vast constellation of screens, sounds, and information
vatinghis own lack of a meal. A truehunter-gathererat heart, displays of the broadcaststimuli. One informantexpresses
Timsimply"grazed."Barfood, consistingof ingestionof mul- his brainstimulationin these words:
tiple appetizers,is apparentlymeantfor the grazingof those
who musthunttheirpreyandgathercamaraderieandcalories I enjoythestatistics,rightupto theminutestats.I canwatch
in bars.Finally,themachismoof the dietinspiresanactof bra- thegameand(uh)lookupand(uh)reallytellwho'shavinga
vado. Wisely invokingthe deity, Tim notes with aplombthat strongdayandwho'shavingsubparperformance. Thescore-
the food he eats in these places is "acoronaryarteryplatter"a boardfurtherpromptsyou to continueenthusiasm for your
heartattackwaitingto happen.He suggeststhatthegreaseand teamin knowinghowotherteamsin theleaguearedoing...
fatof whattastesthisgood mustbe badforyou,butthatthedar- in a senseit furtherenergizesyou.
ing adventurerdoes not hesitateand, indeed, even welcomes Robert,AfricanAmericanmale,late30s
this vital andpotentman food. This cardio-meat-sportmotif
of manlinessis a Chicago archetype,immortalizedin the re- The Zone's grandiose television montage holds many
curring "Superfans"sketch on SNL and embodied in "Da male consumerstransfixed.For our male informants,the big
Coach,"Mike Ditka. screen's enormityinvited their affinity,an attachmentto the
Cynthia,a Black female in her mid-30s suggests of ESPN big screen stemming as much from its sheer grandiosityas
Zone Chicago that from its visual and auditory clarity. One male informant,
"Dyson"advancesthis interpretation:
It's (ah)verymalefocused.I meanthe menuis verymuch
gearedtowardsmen.Well,it's [themenu]verylimited.It's Haveyoueverseena guynotget excitedabouta big screen
gotsliders'[minihamburgers withgrilledonions]onit,that's TV?If youcomeintomyhouse,I don'tcarewhatexpensive
anexampleof whatI wouldcall very,verymucha manfo- artwork I havehanging,I amgoingto say"Dude,comelook
cusedmeal... whichis a hamburger thathasjust a pieceof at thisTV! Yaknow?Lookat thepicture!"So I thinkthere
bread,it's betweena pieceof bread. hasalwaysbeena thinginmymind.I likewatchingsportson
big TVs.
Like Tim, Cynthiareadsbarfood as man food. Not only the
sports space itself, but the food in this space is gendered. As Dyson expresses,a componentof the Zone experience
Sliders are "a man focused meal,"likely because they are arises from the scale at which it is produced. Penetrating
high calorie, high fat, contain red meat, contain bread, and deeper into the culturalimplicationsof his utterances,they
are appetizer-likeandquickto eat. Cynthia,a woman,appar- provide wonderfulexamples of the genderednatureof con-
ently readsESPNZone Chicago's food offeringsas gendered temporarymedia audiencing.Television watchingseems, in
male, similarlyto the way thatTim interpretsthem.Thus, al- Dyson's account(as it is in La-Z-Boypositioningandbrand-
thoughmen andwomen routinelypartakeof the ESPN expe- ing), to be a quintessentiallymasculinebehavior.As Tim in-
rience, xur informantsinterpretthat experience as having a ferentiallyjuxtaposed "grazing"with "dining,"finding the
masculine cast, as the following capstone commentaryon formermale andthe latterfemale, Dyson is herejuxtaposing
ESPN Zone Chicago as a "guy's heaven" suggests. the high cultureof artappreciation("expensiveartwork... ")
"Archibald,"a White male in his 20s notes that "Yeah,defi- with the seemingly lowbrow appreciationof a large-screen
nitely with the La-Z-boys [recliners], that was great. The television. There is more to this apparentlyworking-class
guys arechompingdown on theirbig cigarsandtheirplateof valorization than meets the eye, however. Dyson's
wings and theirbeer and they've got theirfeet up and in the technofetishization points not only to a valorization of
leatherrecliningchairs."To Archibald,ESPN Zone Chicago audiencingandrelaxation,but also to the same sortsof capi-
is both heavenly and heavily masculinizedbased on the rich talist technological utopian imperativesthat drive Western,
fantasies that pervade the staged social spaces within its American,and much of global society. Dyson's fetishization
walls. The food-fat-filled plates of chicken wings-and of the largenessof the television screenis a projectedfantasy
beverages-beer, glorious beer-is masculine. The aboutthe expansionof self thatoccurs throughbeing able to
La-Z-Boy recliners (with even their name being gendered) select from a vast numberof channels.It is aboutthe control
ROLEPLAYINGAT ESPN ZONE CHICAGO 157
of other'sinternalspaces, throughthe (remote)controlof ex- choosing from limited menus of unhealthy food, and lei-
teriorized inner states that are projected on screen. The surely reclination recreation, and force-fit into particular
masculinistexpansionof self thatis inferredby the largetele- perspectivesof male-female relationships,male behaviorin
vision screen is a type of omnipotence,an association with ESPN Zone Chicagois in manyways as themedas the archi-
power and size that exalts males in the Zone. tectureitself.
Seen throughthe lens of our informants,the effects of the
high tech gadgets on display (e.g., television touch screens
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