Finding the back of the Net: Football and identities in the age of the Internet.

Abstract

Given the increased use of the Internet in communications, entertainment and merchandizing, there are a number of issues that arise regarding how these functions impact the identities of those who use the medium. Although sport on the Internet is shown to be highly integrated with traditional media forms and consequently reflective of them, this research examines communications less contingent upon corporate influence and more impacted by characteristics of community. In addition to the influences of traditional media and modern commodified sport, the comparative case studies used by this examination present a number of other elements that impact the identities of those who affiliate themselves with professional sport online. Specifically, by doing a survey of the users of two e-mail discussion lists and having observed their message postings for a year, this study provides an understanding of how both 'local' and 'global' identities are sustained and/or formed online. The 'sportified' identities examined are shaped by the histories, activities and general character of Southampton F.C., and Manchester United F.C., which represent 'local' and 'global' identities respectively.