Fan Identity and Identification Drivers: Stoking the Flames of the Phoenix

<p>Fans are of highest importance for the financial success of sports clubs (van Leeuwen, Quick, & Daniel, 2002). However, the nature of fandom and the meaning that fans place upon their relationship with a sports club varies and different degrees of fandom exist (Wann & Branscombe, 1990). Whilst much research has been done on the assessment of fan identification, little work has contributed to its practical application. For example, for sport marketers to actively strengthen their fan base, more than a mere assessment of the identification level of their fans is necessary. It is suggested that knowledge about the underlying identification drivers of fans with different identification levels is needed to inform any managerial action. This research aims to enhance understanding about the relationship between the level of fan identification and the drivers of identification, and it does so, via a study of New Zealand's only professional football club Wellington Phoenix FC. A cross-sectional convenience sample of 517 Wellington Phoenix fans was surveyed using both online and researcher administered/respondent completed questionnaires. The Sports Spectator Identification Scale (Wann & Branscombe, 1993) was used to measure fan identification, and participants were categorized into five identification levels. Findings show that ten of 16 identification drivers are correlated with the identification level. Of particular interest are findings that indicate a mediating impact of the identification level on specific relationships. For instance, lowly identified fans place a higher relevance on the success of the team, whilst for highly identified fans, success is of lesser relevance. In contrast to that, the sense of belonging created by fellow fans is more important to those who are highly identified. Other drivers such as the general interest in football possess a nearly constant relevance throughout different identification levels. A multivariate factor analysis revealed patterns among identification drivers that suggest fans can be categorized according functional, symbolic and interpersonal constructs that can be described as a live experience factor, an admiration factor and a social network factor. Based on these results, fan profiling was undertaken and various marketing implications were discussed. The insights attained allow researchers and marketing practitioners to better understand the relevance of different drivers on the development of fan identification, and to better understand how marketing strategies may promote such higher levels of identification.</p>

Fan Identity and Identification Drivers: Stoking the Flames of the Phoenix

<p>Fans are of highest importance for the financial success of sports clubs (van Leeuwen, Quick, & Daniel, 2002). However, the nature of fandom and the meaning that fans place upon their relationship with a sports club varies and different degrees of fandom exist (Wann & Branscombe, 1990). Whilst much research has been done on the assessment of fan identification, little work has contributed to its practical application. For example, for sport marketers to actively strengthen their fan base, more than a mere assessment of the identification level of their fans is necessary. It is suggested that knowledge about the underlying identification drivers of fans with different identification levels is needed to inform any managerial action. This research aims to enhance understanding about the relationship between the level of fan identification and the drivers of identification, and it does so, via a study of New Zealand's only professional football club Wellington Phoenix FC. A cross-sectional convenience sample of 517 Wellington Phoenix fans was surveyed using both online and researcher administered/respondent completed questionnaires. The Sports Spectator Identification Scale (Wann & Branscombe, 1993) was used to measure fan identification, and participants were categorized into five identification levels. Findings show that ten of 16 identification drivers are correlated with the identification level. Of particular interest are findings that indicate a mediating impact of the identification level on specific relationships. For instance, lowly identified fans place a higher relevance on the success of the team, whilst for highly identified fans, success is of lesser relevance. In contrast to that, the sense of belonging created by fellow fans is more important to those who are highly identified. Other drivers such as the general interest in football possess a nearly constant relevance throughout different identification levels. A multivariate factor analysis revealed patterns among identification drivers that suggest fans can be categorized according functional, symbolic and interpersonal constructs that can be described as a live experience factor, an admiration factor and a social network factor. Based on these results, fan profiling was undertaken and various marketing implications were discussed. The insights attained allow researchers and marketing practitioners to better understand the relevance of different drivers on the development of fan identification, and to better understand how marketing strategies may promote such higher levels of identification.</p>

Women's fan writing and transformative works in eleventh-century Japan

This exploration of the literary cultures of eleventh-century Japan analyzes the ways in which the writing and reading practices of the period resemble those of modern transformative fan communities. Studying the defining fictional text of this era, The Tale of Genji by Murasaki Shikibu (ca. 1021), within the framework of fan studies demonstrates how existing so-called canonical material was transformed into a vehicle for female-centric reimaginings of dominant narratives. The circumstances of the work's authorship and its initial reception are examined via the author's own diary and The Sarashina Diary (ca. 1059), a memoir written by an early reader of the Genji, providing insight into both individual fan identity and the extensive female-led fan communities of the period.

“Count the Ways That It Impacts Your Life”: New Parenthood and Sport Fandom

Scholars have begun exploring how parenthood impacts individuals’ sport fandom. Limited work to date, however, has considered such a question in light of new parenthood. Thus, the purpose of this study was to examine how new parent sport fans negotiate their multiple identities. To this end, I completed semi-structured long interviews with 27 sport fans with young children (i.e., individuals presently raising children of age 0–6 years). Drawing on the social–psychological foundations of identity theory, I examined these new parents’ salience hierarchy negotiation. I identified and analyzed two consumer groups: Maintainers (who have sustained the centrality of their fan identity despite a change in life circumstances) and Modifiers (who have “de-escalated” their fandom). These new parents’ voices are used to guide the findings. This study advances the theoretical understanding of how parenthood impacts fandom and illuminates how the sport industry can optimally serve new parent sport fans.

“My Country is Better Than Yours”: Delineating Differences Between Six Countries’ National Identity, Fan Identity, and Media Consumption During the 2018 Olympic Games

Nationalistic notions are embedded within every part of the Olympic Games, inculcating feelings pertaining to one’s nation. Previous research examined the degree to which one is affected by portrayals of nationalism during international sporting events, finding that media consumption and results increase nationalistic feelings. However, such analyses rarely infused overarching fandom into the equation and failed to make global comparisons. This study surveyed 2,245 people from three continents in six different nations (Canada, China, Germany, Japan, Sweden, and the United States) to examine nationalistic attitudes during the 2018 Winter Olympics and subsequent effects. Significant differences between nationalized qualities manifested between each continent, as did their paths to becoming a fan and consuming content.

Applying Brenda Dervin's sense-making methodology to fan studies

Communication scholar Brenda Dervin created sense-making methodology (SMM), an approach for conducting interviews that draws on metatheoretical concepts such as hermeneutics, phenomenology, and the humanistic approach to psychology. Since its formulation, SMM has been utilized across different disciplines through the development of interview protocols for both one-on-one interviews and focus groups. Among these studies are those that focus on people's engagement with media products or with each other in relation to media products. These SMM audience and reception studies demonstrate that the methodology can be useful for studying fans by bringing a more systematic, and thus quantifiable, approach to a phenomenological, interpretive study of fan behavior, be it mental, emotional, physical, or social. SMM would allow for studies that analyze how fans make sense of a situation involving their fandom and fan identity. After explaining what SMM is and how it has been used to study fans, a case study demonstrates how SMM may suggest a way to define being a fan and applying the concept of fandom beyond the traditional domains of sports, media, and popular culture.

Rhetorical moves in disclosing fan identity in fandom scholarship

The position of the acafan in fan studies remains under negotiation, and authors must make choices about if and how identities as fans are disclosed within scholarship. An analysis of sixty-nine articles published in Transformative Works and Cultures identified the rhetorical moves made when disclosing fan identities and assessed the trends in these disclosures that are present across a sample of fan studies scholarship. These moves of disclosure facilitate rhetorical identification between author and audience, enable negotiation of overlapping fan and scholar identities, and demonstrate a valuing of fan identities in scholarship. The question of disclosing fannish identity reflects the ongoing evolutions of the role of acafandom and questions about the intersections of identity and scholarship. Making choices and practices explicit and visible will help acafans continue to examine the dual position of fan and scholar and will help better reflect the balance between the two.

‘Get out of my fandom, newbie’: A cross-fandom study of elitism and gatekeeping in fans

In the present article we discuss three studies aimed at better understanding elitism in the context of fan groups. The studies assess different facets of elitism, predictors of elitism and the potential outcomes associated with holding elitist beliefs. The survey studies were conducted on members of three distinct fan groups: furries (fans of media featuring anthropomorphized animal characters), bronies (adult fans of the television series My Little Pony) and anime fans (fans of Japanese animation). Elitism was found to include both self-inflation and other-derogation and is predicted by two components of fan identity (fanship and fandom). Elitism was also significantly associated with pro-gatekeeping attitudes and behaviours. Practical and theoretical implications for fan culture are discussed. We also discuss the limitations of the studies and their ability to contribute to a discussion about creating inclusive fan spaces.