Sci-Fi Fandoms in the Digital Age

This chapter discusses the evolution of the Doctor Who, Star Wars, and Star Trek fandoms from their beginnings to their current releases. These brief histories highlight how fans communicated with each other before social media and how those communications changed with the advent of the internet and social media. The dynamics of online groups, individual behavior in online groups, and the life cycle of a group are all discussed before moving onto trolling and the spectrum of online incivility. Overall, most of the trolling that occurs in sci-fi fandoms comes from devotion to the franchise rather than from the desire to be divisive or negative. However, some online incivility is solely guided by sexism, racism, and the desire to sow social discord. Two examples of sexist and racist fan behavior from Star Wars: The Last Jedi illustrates the different motivations of fandom trolls as well as ways to respond. Although every fandom is different, group behavior is predictable thus insights from these iconic sci-fi fandoms can be applied to many different fandoms.

A comparative analysis of sports gambling in the United States

PurposeThe purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and illegal gambling jurisdictions in the United States (US).Design/methodology/approachSeven hundred and eighty-nine sports fans and bettors from 47 states were surveyed through a partnership with a major media provider in the US. A number of demographic items, theoretically defined factors and fan behaviors were measured, and several two-way MANOVAs with interaction effects were conducted to determine differences between those who gamble and those who do not in legal and illegal jurisdictions.FindingsStatistically significant differences between those who bet and those who do not were found. Bettors look different and come from different backgrounds and locations. Psychographically, they were clearly more narcissistic. They also indicated a higher social identity and self-worth, yet perceived themselves as less worthy members of important social institutions. In general, sports bettors out consumed non-bettors as it relates sports spectatorship. In terms of differences between the groups across legal and illegal states, only a few factors were impacted. Self-worth and personal identity were factors that were found to be different between groups and jurisdictions as well as DFS participation.Originality/valueThe US sports gambling market is expected to grow US$6.5 billion in the next five years, yet very little is known, psychographically, about the US sports bettor. Sports gambling research, especially from a marketing perspective, has primarily been limited to Australia and the United Kingdom. This paper contributes to what we know about sports gambling and the emerging US market. In particular, the results uncovered fundamental trait, demographic and behavioral differences between US sports fans and sports bettors. The findings also provide similar foundational differences and similarities between those who bet in states with legal and illegal gambling.

Jinx, Control, and the Necessity of Adjustment: Superstitions Among Football Fans

Superstitions are behaviors human beings use to gain a sense of control over certain events in their lives. Thus, sport and its inherent uncertainty provide fertile ground for superstitious behavior. Research on this subject has focused mainly on athletes while examining the behavioral expressions, motivations, and characteristics of fans’ superstitions that have remained marginal; therefore, the present paper aims to address this lacuna by analyzing these behaviors as part of sports fandom and fans’ daily routines. Semi-structured interviews were carried out with 24 Israeli football fans of local teams. Key findings illustrate two themes: time dependent acts of superstition; and place. It is argued that superstitious behavior serves fans in two ways. First, making them feel their actions influence the match outcomes and helping their favorite team beyond simply cheering in the stands. Second, reducing the level of uncertainty and subsequent stress level characteristic of being a sports fan. Furthermore, following the outbreak of the COVID-19 pandemic when fans’ access to stadiums was restricted, the results show that the fans’ absence from the stadiums led to a reduction in the quantity and frequency of their superstitious behaviors, pointing to the significance of sporting venues in fan behavior.

Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention.Design/methodology/approachAn experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types.FindingsThe results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes.Originality/valueThe findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.

Introduction

The introduction explores the Beatles’ influential role in the development of 20th-century fan behavior and celebratory culture. The authors examine the concept of fandom, while also tracing the history of Beatles fan behaviors across the generations. They also distinguish Beatles fan expression from the behaviors of other central rock acts, such as the Rolling Stones, for instance, whose fan activities are far less profuse and not sustained from one generation to the next in the same manner as those of Beatles fans. The introduction also offers an overview of the anthology’s contents and major subsections.

Evaluating fandom: Using blogging and a grade contract to promote fan labor in the classroom

Grade contracts offer a way to transform the relationship between labor and assessment in classrooms. By turning attention from evaluations of quality to labor completed, grade contracts make space for students to shift from a grade-driven extrinsic motivation to an interest-driven intrinsic motivation for completing coursework. Such an assessment model is well suited for fan studies classes where instructors ask students to engage in fan behavior. I share how I built an upper-division course about anime and anime fandom centered around a student-authored, publicly viewable blog. I discuss the synergy between the blogging project and a grade contract that enhanced student learning, engagement, and enjoyment. I also share my course design philosophy, approach to blogging, and student reactions to the grade contract.