Ludic Agency and Retail Spectacle

<p>Spectacular, themed environments have been theorized as places where play is limited and consumer agency is overpowered. In a multiperspectival ethnographic engagement with ESPN Zone Chicago, we find consumers resisting the rules, but only to a limited degree. Spectacular consumption possesses a do‐it‐yourself quality unrecognized in prior theory. Technology and screens are important to this form of play, which exhibits a transcendent character built of liminoid elements and consumer fantasy. Yet, even in ostensibly overpowering spectacular consumption environments, consumption still is negotiated dialectically; consumer and producer interests are embedded in one another in a process of “interagency.”</p>