Abstract
Recently, discussions of values have shifted to understanding the context in which they are enacted. An important aspect of such context is the community to which individuals belong and in which they enact their values. We identify two types of communities: consumption and communication. Whereas the former suggests shared consumption of sport products and services, the latter emphasizes the associated media habits of differing consumption communities—attending events as spectators, watching televised events, and reading about sport in periodicals.
To the extent that members of different consumption communities differ in media consumption, such membership can be used to segment the population and use media information to reach each segment more effectively. We illustrate and elaborate on the usefulness of this approach in an empirical study of the sport market. We find that different consumption communities of sport fans do indeed likewise differ in communication communities.
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