Football supporter cultures in modern-day Brazil: Hypercommodification, networked collectivisms and digital productivity

This thesis analyses the implications for football cultures of the profound socio-economic changes that Brazil has experienced in the last decade. It explores two major impacts: the economic boom of the domestic football sector, and the large-scale adoption of new technologies in fans' activities. The study identified a new phase of football culture in Brazil, characterised by the domination of market logics and intense commercialisation. The empirical findings also showed that new technologies are changing how supporters coordinate activities that challenge the gentrification of the game.