Abstract
Identities are built in cultural stills that distill contradictory socialization in a “glocalized” world (between global and local). They do not only participate in a universal sport (global), but also at a local level involving emotional and affective dimensions of their actors. Cultural consumption of football unifies and generates social activities. Additionally, the tensions generated in the process of construction of identity also are the basis of renovation. Masculine socialization elements share a space with feminine ones. Models of post-figurative culture (adults) prevail in the construction of identity. But the models of prefigurative culture (youth) are important, too. This renovation is characterized by the tension between cultural diversity and homogenization.
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