Open AccessMiędzy tożsamością etniczną a marką globalną. Antropologiczna analiza klubu FC Barcelona jako katalońskiej marki etnicznej
Author(s) -
Bartosz Prabucki
Publication year - 2022
Publication title -
sprawy narodowościowe. seria nowa
Language(s) - English
Resource type - Journals
eISSN - 2392-2427
pISSN - 1230-1698
DOI - 10.11649/sn.2012.026
Subject(s) - ethnic group , openness to experience , phenomenon , identity (music) , product (mathematics) , catalan , sociology , gender studies , political science , humanities , anthropology , art , aesthetics , philosophy , social psychology , epistemology , psychology , geometry , mathematics
Between Ethnic Identity and Global Brand: An Anthropological Analysis of FC Barcelona as a Catalan Ethnic BrandThe article describes a very interesting phenomenon: connections between identity, ethnicity, sport (especially football) and marketing – being used to create an ethnic brand in the contemporary global world. The author examines the example of the “nation without a state”, Catalans, and their famous football club, FC Barcelona, to indicate how they use their ethnic and cultural heritage to make an interesting market “product”, binding local features with global openness. Contemporary reality seems to put ethnic identity in danger. However, the case of Catalans and FC Barcelona shows that it is possible to link identity and culture with global market’s needs.