Autonomy or loyalty? Community-within-community interactions of a local football fandom group

Kaygan, Harun
Ay, Utku
Fandom communities adopt diverse consumption practices to cope with an overwhelmingly commodified football. Drawing upon literature on consumer communities, this paper examines a local football fandom community in multifarious relations with its broader fandom through divergent consumption practices, which create tensions and ambivalences in terms of the former’s autonomy from and loyalty to the latter. Based on observations and interviews with community members, the paper describes how the community’s production and consumption of its own products are experienced as matters of autonomy within and difference from broader communities, whilst the consumption of merchandise is regulated and performed as expression of loyalty to broader fandom. Findings demonstrate how a community can use multiple consumption practices to manage, mitigate and sustain its community-within-community tensions.
Journal Of Consumer Culture


Design, making and consumption of football fandom products by a university-based football fandom group
Ay, Utku; Kaygan, Harun; Department of Industrial Design (2017)
Football fandom products (jerseys, scarves, banners etc.) have a great importance but different roles for football and fans. The meanings and roles of those products have generally been examined under the topics of marketing, consumer behavior or sociology and such research has mainly focused on official products. However, there are also products that fans design, make and use. This thesis examines this gap by looking at a university-based football fandom group, ODTÜlü Kartallar. The aim of this study is to...
Migrants ‘at home’ or ‘visiting’?: Insights on the collective identities of the Turkish diaspora football supporters
Alpan, Başak Zeynep (null; 2018-06-15)
If there is one thing that academia has learnt from football, it is that football indeed emerged as a significant marker of identity. Football, due to its fundamental design of binary oppositions, continuously invites the spectator – even if his/her ‘own’ team is not involved – to take sides and express partisanship. The picture gets even more complicated when the inter-related processes of migration and diasporic identification on the part of fan identities shape and respond to collective and spatial polit...
Football Research in an Enlarged Europe: Identity dynamics, perception patterns and cultural change in Europe’s most prominent form of popular culture ( FREE)
Şenyuva, Özgehan(2015-3-31)
The FREE project aims at understanding the impact of the most popular and most widely shared of all expressions of popular culture - football - on identity dynamics in an enlarged Europe. In a truly interdisciplinary perspective FREE seeks to explore an apparently non-political, but fully existing sub-cultural European public space of communication: the European football scene in the largest sense. FREE will bring together different approaches to this European public space: a) it will study how collect...
Motivational factors affecting sports fans’ participation in UEFA Euro 2016 soccer championship
Özgider, Can; Koçak, Mehmet Settar; Department of Physical Education and Sports (2016)
Soccer is one of the most popular sports in the world and there has been a growing increase in the total number of stadium attendance of soccer games rates over 50 years. Individuals have different motivations for consuming soccer games. However, it is very hard to identify these motivational factors. Therefore, sport marketers should use these motivations to recognize their intended populations. In this context, the aim of this research was to examine the motivational factors affecting sports fans’ partici...
Dynamic and static balance differences based on gender and sport participation
Golshaei, Bahman; Kirazcı, Sadettin; Department of Physical Education and Sports (2013)
Soccer possibly has the majority fans and may be the most fashionable sport in the global sporting field and at least 240 million people frequently participate in soccer (FIFA, 2000). While adolescence players are mostly not professional and have no fiscal worth for their school or probably for their clubs, but their sustained physical condition and security has a critical value. The matter of balance is considered as one of the critical issues in sports especially in soccer. On the other hand human beings ...
Citation Formats
H. Kaygan and U. Ay, “Autonomy or loyalty? Community-within-community interactions of a local football fandom group,” Journal Of Consumer Culture, pp. 1–19, 2021, Accessed: 00, 2021. [Online]. Available: