The Commodification of Spectacle: Spectators, Sponsors and the Outlaw Biker Diegesis at Sturgis

  title={The Commodification of Spectacle: Spectators, Sponsors and the Outlaw Biker Diegesis at Sturgis},
  author={Daniel Krier and William Swart},
  journal={Critical Sociology},
  pages={11 - 32}
This article conceptualizes economies of spectatorship through a case study of the Sturgis Motorcycle Rally (SMR). Economies of spectatorship produce spectacular diegeses as commodities sold to spectators and sponsors. They develop through a dialectical process of progressive decontextualization as their diegeses are cross-marketed with discrepant products and services to reach new markets. Progressive decontextualization leads to diegetic incoherence that threatens the realization of profit… 
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