Społeczno-kulturowe konstrukcje piłki nożnej: męskość, kolektywna tożsamość i japonizacja

The purpose of this article is to present three selected contemporary socio-cultural constructs of football. Due to its immense popularity and media exposure, this sport is an area of expressing and crystallizing many social trends and concerns as well as the diversity of cultural (re-)adaptation. There is no doubt that football is a sport associated with the “male culture”. However, in the context of globalization, adapting football for the local requirements of the Japanese consumer market so unexpectedly has brought its feminization. One can even observe an inversion of traditional gender roles in this field: the female audience evaluates and admires the football players’ male bodies.