In his sociological examination of the decline of American communities Robert Putnam (2000) uses bowling as a metaphor for the individualism and isolation that has become the hallmark of American Society today. The decline in the popularity of bowling leagues has led to the closing of many traditional bowling facilities . In recent years bowling has attempted to re-invent itself by marketing a more modern version of the sport. Trendy bowling lanes have emerged complete with sports bars, dance floors and sushi. The purpose of this study was to examine the role bowling plays within two distinctly different communities (traditional and contemporary).
Method
Qualitative methodology (Berg, 2004) was used to address the following research questions:
•How do those who engage in bowling in a traditional bowling facility and a modern bowling facility perceive their experiences?
•What social function does bowling serve to those who bowl in a traditional bowling facility and a modern bowling facility?
Three forms of data were collected. 1)Interviews conducted with participants and facility managers
2) Systematic observation and 3) Unobtrusive analysis of primary sources.
Trustworthiness and strength of the data were enhanced through triangulation. The data was coded and organized around emergent themes that addressed the research questions.
Analysis/Results
The results indicated some distinct differences between those who bowl in a traditional setting and those who bowl in a contemporary setting. Most of those who bowled in traditional settings were over 50 and placed a high social value on the activity. Many bowled regularly in leagues and were invested in the social world of the bowling facility. Most indicated that their regular bowling night represented a necessary “break” from the pressures of work and home. Bowlers in the contemporary facility were mostly in their 20's and viewed bowling as a "fun" activity and a way to gather with friends in a "happy hour" bar-like atmosphere. They placed importance on the music, food and drink as well as the “modern/retro vibe” Most did not place special significance on the facility and said they could easily find an equivalent setting to meet their social needs.
Conclusions
Bowling as a social activity is in a transition that reflects both cultural and generational change. Those seeking to market and promote the sport of bowling as a recreational activity can gain insight from the findings of this study to create a hybrid experience that will have broader generational appeal.