Starting from the concept of mediatization of sport (Frandsen 2014, 2019, 2020; Tirino 2019), exemplified by analyzing what is called the “SMS triangle” (sport, media and sponsors) (Martelli 2014; Bifulco e Tirino 2019), our paper aims to emphasize the phenomenon of sports fandom (Sandvoss 2003; Sandvoss, Gray, Harrington 2017) on social networks. In particular, we start from the assumption that social networks have brought about some changes in the world of sport (Frandsen 2019), not only from a technological point of view, but also from a socio-cultural one. These media, in fact, are part of a complex process involving sports organizations, athletes and fan. Sports fandom in particular adapted to new pattern of sports consumption (Sandvoss 2003; Williams 2007) and to new mediascapes configurations. Particularly interesting for this purpose is the analysis of the grassroots cultures that, in the world of sport and through online communities on social networks, remediate sports fandom, according to the typical methods of remix cultures (Navas, Gallagher, Burrough 2015). According to Hills, fans, in fact, interpret media contents in particular and unexpected ways, participating in community processes (Hills 2002) and become themselves producers of these contents on social networks. To investigate these phenomena, we will use media content analysis to study the production and the dissemination of memes of Inter Milan fan online communities on the social network Instagram. Our paper will try to highlight how these grassroots practices elaborate the connection between sports fandom and social network in an innovative way, relying on emotion and fun.
Sports fandom between social networks and grassroots cultures: the analysis of Inter Milan fan communities on Instagram
Tirino, Mario;Castellano, Simona
2022-01-01
Abstract
Starting from the concept of mediatization of sport (Frandsen 2014, 2019, 2020; Tirino 2019), exemplified by analyzing what is called the “SMS triangle” (sport, media and sponsors) (Martelli 2014; Bifulco e Tirino 2019), our paper aims to emphasize the phenomenon of sports fandom (Sandvoss 2003; Sandvoss, Gray, Harrington 2017) on social networks. In particular, we start from the assumption that social networks have brought about some changes in the world of sport (Frandsen 2019), not only from a technological point of view, but also from a socio-cultural one. These media, in fact, are part of a complex process involving sports organizations, athletes and fan. Sports fandom in particular adapted to new pattern of sports consumption (Sandvoss 2003; Williams 2007) and to new mediascapes configurations. Particularly interesting for this purpose is the analysis of the grassroots cultures that, in the world of sport and through online communities on social networks, remediate sports fandom, according to the typical methods of remix cultures (Navas, Gallagher, Burrough 2015). According to Hills, fans, in fact, interpret media contents in particular and unexpected ways, participating in community processes (Hills 2002) and become themselves producers of these contents on social networks. To investigate these phenomena, we will use media content analysis to study the production and the dissemination of memes of Inter Milan fan online communities on the social network Instagram. Our paper will try to highlight how these grassroots practices elaborate the connection between sports fandom and social network in an innovative way, relying on emotion and fun.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
