Revista Brasileira de Marketing | 2026
Authors: Senra K.B.; Vieira F.G.D.
DOI: 10.5585/2026.30624
Journal: Revista Brasileira de Marketing
Year: 2026
Publisher: Universidade Nove de Julho-UNINOVE
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Objective: To analyze the symbolic production and cultural reproduction of electronic games consumption as a sporting practice grounded in a sociocultural perspective informed by Consumer Culture Theory (CCT) and Bourdieu. Methodology/approach: This is a qualitative, descriptive and interpretive study based on the use of interviews and observation. Data were analyzed interpretively within a Bourdieusian framework. Main results: The symbolic production and cultural reproduction of meanings associated with the electronic games consumption as sport unfold through a symbolic struggle over what is legitimately constituted as sport. The practices of producers, cultural intermediaries, and consumers intersect in processes of meaning-making and appropriation, thus contributing with the emergence of a new consumer culture. Theoretical/methodological contributions: The study applies and integrates concepts of symbolic production and cultural reproduction, demonstrating how these dynamics can favor transformations in this research field. It also highlights consumers’ role and agentic power in shaping consumer culture. Relevance/originality: This study investigates electronic games consumption through cultural, social, and historical lenses, an approach rarely undertaken in the literature. Implications for management or social implications: Results contribute to raising questions that can guide the development of the electronic games as a sporting practice market, such as the urgent need for public policies and regulatory agencies, the importance of revising sports regulations and laws, the design of relationships with sponsoring brands, and opportunities for television broadcasters and sports media outlets. Sustainable Development Goals: 8 Decent work and economic growth, 12 Responsible consumption and production. © 2026, Universidade Nove de Julho-UNINOVE. All rights reserved.
Bourdieu; CCT; cultural reproduction; electronic games; symbolic production