Commodification of rural places: A narrative of social fields,rural development,and football

One of the most significant recent elements of restructuring in rural areas is the transition from an economy based on agricultural production to an economy based on the countryside as a form of commodity. In this transition process, different narratives or images of an area are produced to promote villages and other places in the countryside as commodities. Much of the literature takes it for granted that outsiders control the processes of branding rural areas, but our case study demonstrates that the producers (as well as potential consumers) of the countryside as a commodity can be insiders within a community. In this paper, we demonstrate how a local football club can take a leading role in the process of commodification of rural places in the post-modern era. Football clubs are presented as commodities to attract investors, sponsors, and expertise from private businesses. In both commodification of rural places and football, the challenge is to construct narratives or images that correspond to the pre-existing expectations of consumers, whoever they might be. Our theory-informed empirical analyses illustrate the way in which the Norwegian football club Sogndal Football has been instrumental in the restructuring of the Sogndal community.