Wrestling with American values: an exploratory investigation of World Wrestling Entertainment^TM as a product‐based subculture

Abstract

Abstract Described as the ‘face of American culture’, World Wrestling Entertainment TM (WWE) events are broadcast in over 162 countries and draw more than 500 million regular viewers. This paper explores the proposition that the WWE fan base represents a product‐based subculture in American society. Using a value laddering methodology, shared values of WWE fans are exposed and the proposition of core and unique cultural values is supported. Practitioner and theoretical implications of the results are discussed. Copyright © 2004 Henry Stewart Publications.