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Purpose – The chapter seeks to broaden the literature on narrative identity by focusing on the processes by which collective, or group, identity narratives develop over time.

Methodology/approach – The chapter combines a “netnography” approach (i.e., ethnography using the Internet) with traditional ethnographic procedures in order to develop an in-depth case study of the collective identity narratives of a selected community that is undergoing rapid economic change.

Findings – Over the course of approximately one century, there have been six distinguishable identity narratives in the selected community. We show that three of these, covering most of the period under investigation, have historical value, while three others are currently competing to become a new narrative identity adapted to the community's altered situation.

Research limitations/implications – The online survey used in the research elicited responses from a broad range of persons nationwide, including both current and former residents. The total number of responses, however, was relatively limited, and we cannot be certain to what degree they represent the views of all current members of the community.

Practical implications – The findings of the chapter may prove useful to local citizens, as well as elected officials and business leaders, as they seek to develop strategic plans for the community's future.

Social implications – The research reveals significant differences in attitudes among older and younger residents, as well as between those who had some association with the community's steel mill and those who did not.

Originality/value of paper – The chapter seeks to make theoretical, methodological, and empirical contributions. On the conceptual level, the discussion raises the seldom explored issue of collective narratives. Methodologically, the analysis adds to the literature on “netnography,” which has thus far been largely dominated by scholars in management. Empirically, the chapter identifies specific stories emerging in a deindustrializing community.

Francisco J. Alatorre earned his law degree in Mexico, where he also practiced law before emigrating to the United States in 1991. He completed his Ph.D. degree in Justice Studies in 2011, and he is now Assistant Professor of Criminology at New Mexico State University, Las Cruces, New Mexico. His dissertation research involved a study of undocumented immigrants in Arizona.

We conducted a narrative analysis of a collective narrative comprising inscriptions left on the locally famed “Apology Wall,” written by thousands of community members in the immediate aftermath of the 2011 Vancouver Stanley Cup Riot. In considering the Apology Wall as an “evocative object,” this study emphasized the significance of material objects as meaning-making devices. Interpretation of themes was conducted through a constructivist lens, specifically guided by literature concerning meaning-making following negative life events. Results bolstered the significance of the Wall as a sense-making device that provided a forum for the community to collectively share positive emotional expression, construct solidarity and collective identity, and express desires for restoration. By studying this collective narrative, the study not only illuminated how those affected constructed meaning after the Vancouver sports riot, but it also contributes to the literature on how communities, in general, make early sense of and respond to destructive events.

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement.