Alpinestars Wears the Crash: Airbags, Datafied Bodies, and the Cultural Grammar of Risk in Downhill Mountain Biking

Brand Semiotics, Social Identity, Consumer Culture, Datafication, Technological Mediation, Market Entry

Alpinestars Wears the Crash: Airbags, Datafied Bodies, and the Cultural Grammar of Risk in Downhill Mountain Biking
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