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Durham University

Department of Sociology

Sociology Department Staff

Publication details for Adam Gemar

Gemar, Adam (2019). Which sports do you like? Testing intra-domain omnivorousness in Canadian following of professional sport. International Review for the Sociology of Sport 54(7): 813-836.

Author(s) from Durham

Abstract

The theory of the cultural omnivore has been applied to many cultural domains. However, given the pervasiveness of professional sport in contemporary societies, less is known about omnivorous behaviour when it comes to consuming this cultural form. This study sets out to find if indeed there is an omnivorous consumption profile for professional sport. Using a latent class and regression analysis of survey data on five major professional sports leagues from Canada, this paper seeks to determine if this professional sport omnivore exists, how prevalent it might be, and if it maps onto wider socio-economic differentiations. The latent class analysis does show that there is an omnivorous consumption profile. However, it is the second smallest professional sport profile and does not map onto wider socio-economic differentiations, even as other patterns of professional sports’ consumption do display such distinctions.