Neoliberalism’s Last Lap? NASCAR Nation and the Cultural Politics of Sport

Abstract

This article examines the ways in which cultural and political intermediaries have endeavored to systematically reorganize the spectacles of North American stock car racing to reinscribe and re-present the hegemonic order of free-market capitalism. To this end, the authors draw from a complex synthesis of economic, social, and cultural theory to interrogate the political and corporate dimensions of “NASCAR Nation.” More specifically, they offer a critical investigation of the dialectic relationship between the expanding regimes of capital accumulation brought forth by neoliberal economic policy, its political imperatives and operatives, and the cultural politics that actively shape consumer experiences within the sport. They likewise interpret how corporate capitalism acts as a prevailing fixture within these spectacular spaces and fan-spectator praxis. In sum, they argue that the commercial precepts of the National Association for Stock Car Auto Racing (NASCAR) present a twisted contradiction, whereby NASCAR fans laud the same neoliberal market forces that both mesmerize their consumer sensibilities and simultaneously decimate their own postindustrial labor conditions.