3 Chapter 3 – Commodification

Additionally, with the Leaf’s Fandom thriving through media channels such as X, the organization maintains tremendous scrutiny on providing content that fosters commodification attachment to its audience members, which is closely linked to the perspectives provided by “ Cultural Commodities, and Collective Sport Fandom” written by Hughson J and Free M,  examination of cultural commodities and idea of the audience as a commodity in the context of media studies’ larger political economy framework. “Paul Willis highlights the worth that cultural commodities acquire via use, highlighting the innovative ways in which sports fans interact with memorabilia, giving it a significance that goes beyond simple consumption”  (Hughson & Free, 2006); this concept is particularly relevant when discussing Maple Leafs memorabilia on social media during the playoffs, since supporters frequently attach sentimental and personal value to caps and jerseys, utilizing them as markers of their support and commitment to the team’s identity. Course concepts (The Audience Commodity, Foster 2023) of the audience as a commodity explore the economic roles played by media, highlighting how media companies profit from their involvement and transform viewers’ identities into commodities. Thus, the Maple Leafs’ deliberate use of X to promote merchandise during the postseason makes sense within an economic framework in which fans’ active engagement in talking about, displaying, and buying these products not only shows their support for the team but also positions them as commodities that the media can profit from. The economic and cultural dimensions of commodification are reflected in the fan’s involvement in creating value through interaction, from talking about items to showcasing fandom. This supports the course content claim that audiences, through their engagement, become commodities sold to media owners or marketers. Therefore, the Maple Leafs’ post-season merchandising on Twitter becomes a complex interplay between fan investment, cultural significance, and media industries’ financial interests. This highlights the intricate relationship between fan engagement and commodification in the larger context of media and sports marketing. By reviewing posts seen on X, it is evident that Toronto strictly focuses on content that displays Leaf’s merchandise to emphasize the importance of commodification expression through the fandom. Dissecting the post created by “@SteveRussell”, the image of the fans in the square illustrates how every single person in that photo is occupied with a Toronto Maple Leaf merchandise of some sort, may it be a jersey, hat, or scarf. It delivers the message of unity while expressing the colossal support they have to offer, which provides greater influence for newcomers, and uncertain fans to follow suit. Without this strategy, the Leaf’s organization would develop a disconnect with its core fan base, cherishing/promoting those who used hard-earned money to purchase their merchandise should be shed light on during the key time of round 1 as their participation encourages for more. Reflecting on the news article “Business booming for Toronto bars has Maple Leafs advance in playoffs” written by Fakiha Baig claims the Maple Leafs’ commercialization is evident in the booming business and higher sales in Toronto’s pubs during the team’s postseason run. These companies saw record-breaking sales and had to get ready for the influx of customers, reflecting the excitement its devotion fans have for the team’s brand and merchandise. Bar owners describe a heated environment in these places that reflects the greater emotional commitment and bond that supporters have with the Maple Leafs. During game nights, these bars witness an increase in food and beverage consumption, a financial manifestation of their emotional engagement. To conclude this section, refer to the “Cheifallnjr” posting, his tweet states “Feeling my fabulous #Leafs scarf I received as a gift, Woliwon! SENDING good energy to the Boys in Blue #LeafNation” perfectly illustrates how the commodification brings upon identity with a fan. This fan can connect more deeply with the organization due to representing its brand and colours.