HITTING THE BAR: ALCOHOL, FOOTBALL IDENTITIES AND GLOBAL FLOWS IN NORWAY

in Food, Drink and Identity in Europe
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Abstract

Drawing upon ethnographic research conducted over five years (1999-2004) in the Norwegian cities of Oslo and Bergen this paper examines alcohol consumption and its association with domestic and transnational football supporter cultures. It examines the historical contexts of football that have produced the everyday (routinised) drinking in contemporary Norwegian society, and explores how football support in recent decades has provided extraordinary drinking occasions which go beyond previous forms of heavy drinking that were associated with the life-cycle and the religious calendar. Football fandom has facilitated a new attitude to alcohol consumption and has taught the benefits of routinised mature (non-inebriated) consumption to a population emerging out of state sanctioned sobriety. Intertwined within such routinised occasions are narratives around concepts of masculinity, localism and national identities.

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