The platformisation of consumer culture in and through football: resisting commodification?

This paper advances an understanding of the platformisation of society through the prism of global football. With an analysis of four continental club competitions’ presence on Instagram and Facebook, this article seeks to question expressions of algorithmic consumer culture. Particularly, the article explores how users’ (dis)engagement with branded content on the relevant platforms speaks to processes of ‘algorithmic resistance’ but simultaneously can be contextualised by football supporters’ historically significant resistive practices in opposition to ‘modern football’s’ commercial rationalities. By arguing that platformisation processes occur ‘in’ and ‘through’ football, this article contributes towards an understanding of platforms’ (1) distinct, penetrative reach in football, and (2) responsive, everyday resistance practices in form of non-engagement with branded content, which could be seen to express football’s commercial rationalities. The article, hence, brings forward debates relevant to consumer and popular culture, platforms and, broadly, power-resistance in platform societies.