University of Twente Student Theses
Onside or Offside? : A Comparative Case Study of Two German Football Clubs and Their Norm Conformity Concerning Veganism
Smidt, Robert (2022) Onside or Offside? : A Comparative Case Study of Two German Football Clubs and Their Norm Conformity Concerning Veganism.
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| Abstract: | Excessive meat consumption is harmful to the climate and exacerbates global warming. For effective counteraction, it is worthwhile to take a closer look at places of mass consumption such as football stadiums and to use the influence of professional football clubs to promote alternatives such as a vegan lifestyle. This thesis examines how two German professional football clubs deal with veganism in a comparative case study and asks: how do German professional football clubs respond to the norm of veganism as an established way of life and diet in Germany? To this end, this paper articulates a norm and transfers it into Winston's “norm cluster”. The subsequent analysis is twofold. An ethnographic approach examines stadium visitation and provides information on the availability of vegan food in the stadiums studied and its accessibility. In addition, this thesis analyses the scope and depth of veganism-related content on the clubs' homepages and social media channels. It turns out that the clubs investigated are only partially conforming to the norm and are lagging behind on various levels of investigation. These results are not mandatorily representative and rather aim to set the groundwork for further research in this underrepresented field. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Management Society and Technology BSc (56654) |
| Link to this item: | https://purl.utwente.nl/essays/91884 |
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