The Beckham phenomenon and consumerism

Abstract

David Robert Joseph Beckham is a symbol of fantasy, a dream and fairy tale in reality. He grew up in a working class family but gifted with enough football talent and skill that enabled him to go professional. He was born in an era when the media hounded their preys voraciously; every aspect of Beckham’s life is pursued, scrutinised and examined. More importantly, the masses devoured everything. He has become a phenomenon that is discussed and studied. He is an icon that some people place on a pedestal, a lifestyle that some pursue after, a role model, a definition of masculinity, a commodity for the public.