The mediatized Zlatan made by Sweden : The immigrant’s path from provincial Otherness to a Western Literary Space
The present article analyses the mediatization of the brand and celebrity Zlatan Ibrahimovic using the reception and marketing of the footballer's life story and autobiography as its main case. It is shown that the construction of a myth such as Ibrahimovic transcends the materiality of the book as well as geographical, vernacular and media boundaries, as it is constituted as content in a digital