Ideologies and identity: constructing identity in relation to sport ideologies
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
Author
Date
2017
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
47
Series
Abstract
Objectives The study falls under the field of identity construction under consumer culture theory. The main objective of this study is to investigate how consumers construct their identities based on the ideology of Training for Warriors. Methodology This research is qualitative by its nature and falls under constructivism. Seven interviews with Finnish Training for Warriors members with different age, gender and length of membership were interviewed and the transcripts of these interviews composed the empirical data of the research. Data was then analyzed with thematic discourse analysis. Key findings The study shows that Training for Warriors ideology is present when people discuss their lives. It recognizes three main aspects in life; redefining one’s identity, managing health and well-being, and managing the feeling of imperfection, as main aspects under the influence of the ideology. These aspects are the affected by the perception of body, views about medicalization and demedicalization and through the marketplace the ideology creates.Description
Thesis advisor
Toyoki, SammyKeywords
consumer culture, identity, ideology, health, wellbeing
