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

Date

2021-01-01

Author

Kaygan, Harun
Ay, Utku

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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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.

Subject Keywords

consumption communities, football fandom, heterogeneity, ambivalence, design

URI

https://hdl.handle.net/11511/90727

Journal

Journal Of Consumer Culture

DOI

https://doi.org/10.1177/1469540520982337

Collections

Department of Business Administration, Article

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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: https://hdl.handle.net/11511/90727.