Toward an understanding of on-site fan-athlete relations: a case study of the LPGA
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ABSTRACT:
This paper explores athlete-fan relations from the perspective of a reciprocity system outlined by Mauss (1954) and recently advanced by Hyde (1983), Margolis (1989), and Caplow (1984). Using interactions from the Ladies Professional Golf Association Tour, this paper examines how a system of reciprocity works in establishing the bond between athlete and fan. It is argued that most fan-athlete relations operate in accordance with the unwritten rules of reciprocity (Caplow, 1984). The paper concludes with a discussion of the implications for the management of contemporary spectator sport. The analysis reported here is taken from a larger study of the work experience of professional women golfers. The primary methodological strategy of this study is qualitative sociological research and grounded theory building (Charmaz, 1983; Glaser & Strauss, 1967). Open-ended in-depth interviews (Reinharz, 1992) were the primary data set for this study. The data set consists of 55 interviews. A total of 60 people affiliated with the LPGA were interviewed. The research is also informed by 18 weeks of field research between May 1988 and June 1993, including a 100-week stint in the field.
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