Alcohol-related player behavioral transgressions: Incidences, fan media responses, and a harm-reduction alternative

Smith, A, Stavros, C, Westberg, K, Wilson, B and Boyle, C 2013, 'Alcohol-related player behavioral transgressions: Incidences, fan media responses, and a harm-reduction alternative', International Review for the Sociology of Sport, pp. 1-17.


Document type: Journal Article
Collection: Journal Articles

Title Alcohol-related player behavioral transgressions: Incidences, fan media responses, and a harm-reduction alternative
Author(s) Smith, A
Stavros, C
Westberg, K
Wilson, B
Boyle, C
Year 2013
Journal name International Review for the Sociology of Sport
Start page 1
End page 17
Total pages 17
Publisher Sage Publications
Abstract This article examines fan social media responses to media-reported, alcohol-related player behavioral transgressions that occurred in Australia's two largest professional sporting leagues, the National Rugby League (NRL) and the Australian Football League (AFL), over a 33-month period. Using netnography and content analysis, the study aimed to better understand the ways in which sport fans employed social media to voice their perceptions about alcohol-related player transgressions. The article reports on parochial fans' commentaries about alcohol-related transgressions and uses these data to inform options for harm-reduction strategies associated with alcohol-related transgressions in sport. Sport fans expressed dissatisfaction when they observed disparity in policy responses from clubs and leagues. At the same time, the data show that fan responses reflect a desire for parity and protection more than punishment, with the former more relevant to game, club, and league reputation than the latter. We suggest that a harm-reduction policy offers one mechanism for managing reputation through a focus on parity and protection. We argue that the introduction of a harm-reduction approach would offer a more effective policy for managing player alcohol-related transgressions than the current 'ad hoc' approach.
Subject Marketing not elsewhere classified
Sport and Leisure Management
Keyword(s) alcohol
fans
harm reduction
netnography
transgressions
DOI - identifier 10.1177/1012690213515663
Copyright notice © The Author(s) 2013
ISSN 1012-6902
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