Fandom: The Business of Cultural Passion

The goal of Chap. 1 is to define fandom and to make a case for fandom as a critical concept for both business and society. Fandom is defined as an interest in and passion for some cultural entity, such as a sports team, TV show, entertainer, art form, fashion designer, politician, or university. Fandom is a vital concept for understanding modern societies, as fandom can unify populations, create cultural norms, drive the economy, or even influence elections. Understanding fandom is especially relevant for businesses and institutions that are able to manage and create consumer interest and passion. The chapter also briefly touches on the differences between fandom for sports and non-sports categories.