‘Born and bred Holden’: investigating the impact of holden on Australian sporting culture

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Abstract

The Holden brand has been a part of Australian society ever since it
produced its first car in 1948. However, Holden’s impact on Australian
society and Australian sport has yet to be fully investigated. As such,
this study analyses the impact of Holden on Australian culture, sport
and on society. Through the use of an online survey of 106 participants,
this study was able to identify the impact that Holden had on the lives
of Australian communities and individuals, how these Australians interacted
with the Holden brand and to what extent Holden automotive
culture and Australian motorsport culture, impacted their lives. Using
thematic analysis, three themes uncovered in this research are further
explored, namely patriarchal influences on fandom, Holden as a foundation
for communities and families in Australia and Holden as a sporting
powerhouse, through their motorsport activities, sport sponsorship
and sports fandom associated with the brand.
Original languageEnglish
Number of pages22
JournalSport in Society: Cultures, Commerce, Media, Politics
DOIs
Publication statusE-pub ahead of print - 19 Apr 2024

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