Ideologies and identity: constructing identity in relation to sport ideologies

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Toyoki, Sammy Leppänen, Susanna 2017-07-04T08:46:01Z 2017-07-04T08:46:01Z 2017
dc.description.abstract Objectives The study falls under the field of identity construction under consumer culture theory. The main objective of this study is to investigate how consumers construct their identities based on the ideology of Training for Warriors. Methodology This research is qualitative by its nature and falls under constructivism. Seven interviews with Finnish Training for Warriors members with different age, gender and length of membership were interviewed and the transcripts of these interviews composed the empirical data of the research. Data was then analyzed with thematic discourse analysis. Key findings The study shows that Training for Warriors ideology is present when people discuss their lives. It recognizes three main aspects in life; redefining one’s identity, managing health and well-being, and managing the feeling of imperfection, as main aspects under the influence of the ideology. These aspects are the affected by the perception of body, views about medicalization and demedicalization and through the marketplace the ideology creates. en
dc.format.extent 47
dc.language.iso en en
dc.title Ideologies and identity: constructing identity in relation to sport ideologies en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword consumer culture en
dc.subject.keyword identity en
dc.subject.keyword ideology en
dc.subject.keyword health en
dc.subject.keyword wellbeing en
dc.identifier.urn URN:NBN:fi:aalto-201707046293
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.subject.helecon markkinointi fi
dc.subject.helecon urheilu fi
dc.subject.helecon elämäntapa fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon identiteetti fi
dc.subject.helecon hyvinvointi fi
dc.ethesisid 15063
dc.location P1 I fi

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