Matt Frew

Health clubs and body politics: aesthetics and the quest for physical capital

At present, the western world wrestles with an obesity epidemic whilst, paradoxically, maintaining a fascination for the aesthetic ideal body. With the Scottish health and fitness industry providing the empirical backdrop, and drawing on the work of Bourdieu, this paper critically reflects upon processes of embodied production and consumption and the quest for physical capital and its referential symbolism. Using a range of qualitative methods across three case study facilities it is argued that as consumers seek to attain desired forms of physical capital, health and fitness clubs serve both to capitalize on and perpetuate cycles of embodied dissatisfaction. Although willingly subjecting their bodies to constant ocularcentric and objectifying processes, consumers are constantly reminded of their failure to attain the physical capital they desire. These processes not only mirror modern consumerism but also highlight a process of self‐imposed domination. With external medical and media discourses exerting persistent pressure on the embodied state, desire for physical capital produces a self‐legitimating and regulatory regime perpetrated upon the self within the internal environment of the health and fitness club. Therefore, as a venue for playing out aesthetic politics, health and fitness club spaces are anything but healthy as they oil the desire and dreamscape of physical capital, maintaining an aesthetic masochism and thus keeping the treadmills literally and economically turning.

Exploring Hyper-experiences: Performing the Fan at Germany 2006

In the modern era, affluent western economies are increasingly marked by the development and use of cultural products (Ransome, 2005). Festivals and events are central aspects of a global cultural economy where material products and services merely facilitate the quest for experiences (Pine & Gilmore, 1999). This article investigates the phenomenon of the travelling sports fan through a case study of the Munich Fan Park experience at the 2006 World Cup Finals in Germany. It highlights how nation states, cities and individuals are engaged in circuits of cultural consumption whereby ephemeral, ‘hyper-experiences’ are sought, technologically captured and virally circulated for their promised cultural cache and status value. Methodologically, the paper draws upon, and integrates, Foucauldian theory with observational and interview data collected during the Germany 2006 world football extravaganza. In focusing upon Brazil and Australian supporters, an analysis of the sports fan experience is uncovered as fans are tracked, observed and digitally captured along with ‘vox pop’ recordings inside and outside the formalised Fan Park space. The authors argue that in their organisation, the Fan Parks manufacture and accentuate intense dramatalogical experiences (Roche, 2000) within a predominantly disciplined set of spatial practices. Fan Parks provide a platform upon which hedonistic or ludic subjectivities are assumed, accepted and wilfully enacted. These spatially demarcated locations legitimate the subject position and performativity of the ‘fan’ (Blackshaw & Crabbe, 2004). However, through technological mediation, fan subjectivities can also be de-territorialised, breaking free from the guiding principles of disciplinary practices.

Glastonbury: managing the mystification of festivity

The realm of music festivity has grown into a global circuit that responds to the demand for emotive experiential products and taps into postmodern themes that celebrate a lifestyle attitude of extended youth. This paper investigates the phenomenon of festival culture through a case study of Glastonbury Festival of Contemporary Performing Arts. It highlights how modern music festivals have become sites of mediated brand management where commodified hyper-experiences are considered as new forms of contested cultural capital. Through a critical conceptual matrix that combines the work of Bourdieu, Pine and Gilmore, and Jensen the authors critically explore the interplay between the experiential dimension, mystical and fantasy narratives and the political contestation of festivity. Focusing on Glastonbury Festival of Contemporary Performing Arts 2010 the study presents an innovative interpretation of festivity through multi and social media. The authors argue that, while promoted as an ethical festival that celebrates its anti-commercial countercultural cool, Glastonbury reflects a modern cathedral of consumption where experiences are the mediated and managerially puppeteered capital of the field. However, festivity is moving beyond management as it is increasingly dependant on the co-creative social media activity of consumers to perpetuate the fantasy and capital of festivity.

Capturing Adventure: Trading experiences in the symbolic economy

Abstract In the early twenty‐first century, participation in adventure sports activities represents a fertile means of reinforcing personal identity and cultural distinction, secured through the quest for, and accrual of, symbolic capital. This article draws on a case study investigation of one Scottish whitewater rafting company to explore the technologically mediated nature of the accrual of symbolic capital in the adventure sports sub‐field. It is concluded that experiences have emerged as new tradable commodities. An industry of commercial adventure organisations has emerged to service a demand characterised by a quest for managed instantaneous gratification and edited memories, rather than for authenticity and self‐discovery. At the soft, or mass, end of the adventure market, it is perhaps now possible to talk in the language of ‘post‐adventure’ whereby both producers and consumers stage a theatrical performance which produces a visual representation of authentic experience transferable to a virtual witnessing audience. The post‐adventure experientialists, although possessing little knowledge of the intricacies of the adventure sports activities in which they participate, know and value them in terms of their mediatised status value and cool fashion statement. Whereas the adventurer of the past secured status through achievement, the post‐adventurer has no such concerns as their gazing social network recognises and bestows value to displays of spectacle, style and show.

From Fan Parks to Live Sites: Mega events and the territorialisation of urban space

This article draws on the work of Gilles Deleuze and Felix Guattari to consider the phenomenon of Live Sites and Fan Parks which are now enshrined within the viewing experience of mega sports events. Empirically, the article draws upon primary research on Live Sites generated during the London 2012 Olympic Games. Live Sites are represented as new spaces within which to critically locate and conceptually explore the shifting dynamics of urban space, subjectivity and its performative politic. The authors argue that the first, or primary, spaces of mega sporting events (the official venues) and their secondary counterparts (Live Sites) simply extend brandscaping tendencies but that corporate striation is always incomplete, opening up possibilities for disruption and dislocation.

Problematising “education” and “training” in the Scottish sport and fitness, play and outdoor sectors

Sets out the issues peculiar to the Scottish workforce in sport and fitness, play and the outdoor sectors. Provides an exploration of the development of vocational education in the form of sector skills training for these sectors in opposition to that formal education provided at further and higher education level. Draws on empirical research gathered as part of a report produced on each of the above sectors and written by the above authors. The report was supported by the Scottish Skills Fund in a grant to SPRITO, the national training organisation for these sectors. Although labour market intelligence suggests there are various skills shortages in these sectors and a lack of qualified personnel, the tension between the role of formal education and vocational work‐based learning qualifications is palpable. Solutions to apparent incommensurability of the two positions are offered, designed to ensure that these sectors achieve competitive advantage from a workforce that is both competent and reflective in their work practice.

Aesthetics of leisure - disciplining desire.

Abstract This paper critically reflects upon the nature and significance of aesthetics and its multiple representations within leisure. The paper focuses upon one specific leisure context, the health club environment, and presents a critique of aesthetics within the discursive context of modernity and postmodemity. The paper outlines the emerging territory of aesthetics (Nickson et al, 2000; Van Maanen, 1990; Witz et al, 1998; Du Gay, 1996) and challenges its notion as a passive entity, instead suggesting that aesthetics resides within a ‘society of signs’ (Rojek 1995) or ‘regime of signs’ (Deleuze and Guattari 1984) with inscriptive and territorializing tendencies. The contention here is that the health club environment services and supports such a society in its construction, reaffirmation, maintenance and reactivation of desire. Desire (Nietzsche, 1967; Foucault 1984; Deleuze and Guattari 1984; Megill 1987) is intrinsically linked to the aestheticisation process as exemplified in the search for the body image of the ‘other’ (Fox 1993; Foucault 1984). However, this paper argues that this quest for the ‘other’ establishes a process of regulation and surveillance of the self, resulting in a continual dissatisfaction of desire alluded to through the metaphor of travel. Moreover, it is suggested that a paradox exists within the health club environment, reflecting both discourses of modernity and postmodernity. Modernity is represented in the rationalised body process and its deferral within a techno-centric/dependency culture. The postmodern discourse is represented in a consumer culture of instant gratification, where identity is transmuted through the sign.

Healthy public policy: a policy paradox within local government

This paper presents a critical evaluation of a GP referral process within Scotland, focusing on national policy development and the theoretical and practical implications of such schemes for local communities. Findings are based upon a case study of the Scottish Borders’ GP Referral Scheme (GPERS) through a series of semi-structured interviews with participating GP practices, senior leisure and facilities’ management. Additionally, the paper draws on earlier quantitative research by the authors of all GP referral schemes within Scottish local government and utilizes national policy and strategic documentation on the general process of exercise/activity referral. It argues that the policy partnerships and alliances, advocated by central government to promote healthy public policy and a best value regime, are rhetorically admirable but naïvely neglect local realities. This study indicates that without pragmatic national-local recognition and support, integrated policy will remain an area of fragmentation and contention.