加密资本主义下的粉丝代币之争:体育 NFT 如何推进粉丝的超商品化

Chen Chen
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引用次数: 0

摘要

目的鉴于在 2019 年冠状病毒疾病(COVID-19)大流行期间,体育不可兑换代币(NFTs)和加密货币公司赞助体育产业的兴起,本文旨在通过探索三家英格兰超级联赛俱乐部的支持者对球迷代币的接受情况,批判性地构建加密货币与体育之间的合作关系:设计/方法/途径本研究借鉴了关于加密货币和职业足球政治经济学的新兴批判性学术研究,采用数字人种学方法,试图了解球迷在线论坛讨论中针对上述三家俱乐部发行球迷代币以及与加密货币公司的其他类型合作所产生的主要议题。研究结果球迷们的批评性讨论围绕着球迷代币(作为所谓 "球迷参与 "或金融投机的一种手段)与加密货币对公众的实用性之间的矛盾展开。这些反应反过来展示了财务不稳定的职业足球产业背后的更大矛盾:俱乐部所有者和球迷群体之间对俱乐部交换价值(盈利)和使用价值(社区)的争夺。 原创性/价值 本文是首批采用批判性框架研究 COVID-19 大流行期间体育和加密货币公司之间新兴合作关系的研究之一。本文还首次深入分析了体育迷对体育 NFT 的批判性接受。在为体育商业化和商品化背景下的粉丝行动主义/抗议的文献做出贡献的同时,本文还就在体育运动中负责任地使用加密货币/NFT 提出了新的问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom

Purpose

Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace.

Design/methodology/approach

Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies.

Findings

The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs.

Originality/value

This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.

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