Elements of rituality in consumer tribes: The case of crossfit
This study analyses the elements of rituality in consumer tribes. Data are drawn from a qualitative study on the Reebok CrossFit 33100 fitness community. According to previous research, rituality is a primary contributor to the existence, creation and recreation of consumer tribes. However, further research is needed on how rituality is constructed in consumption tribes. This study identifies three elements, namely, linguistic, physical, and emotional, that hold the tribe together and give form to its shared myth of transformation. By conducting a cultural analysis of focus group interviews and online data, we identified a key ritual, the 'workout of the day' (WOD), which we analysed for elements of rituality. According to our findings, participating in this ritual creates a shared myth of transformation for tribe members that permeates the entire tribal experience. This article contributes to literature on consumer tribes by deepening knowledge on how rituality is constructed, especially the emotional and embodied nature of the tribal experience. By identifying the shared myth that is created through rituality, companies can better understand and co-operate with consumer tribes.
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Document Type: Research Article
Publication date: December 1, 2017
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