Online Football Fandom in Brazil (2013 OII SDP presentation) - Ana Vimieiro
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Online Football Fandom in Brazil (2013 OII SDP presentation) - Ana Vimieiro

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Online Football Fandom in Brazil (2013 OII SDP presentation) - Ana Vimieiro Online Football Fandom in Brazil (2013 OII SDP presentation) - Ana Vimieiro Presentation Transcript

  • online football fandom in brazil: pleasure and politics on the Twitterland Ana Vimieiro Queensland University of Technology (QUT), Australia @carolvimieiro | anavimieiro.com
  • Who am I?  2nd year PhD candidate  Background: Media and Communication/Journalism (MSc and BA)  Strong background in methodology (digital methods and frame analysis)  5 years of experience as a journalist back in Brazil (including 1 year producing a sports TV show)  Huge football fan my whole life OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Research problem  Twitter and other social media platforms have been largely used for sport-related commentary and interactions  Online activities of sport fans have not received substantial attention in the social science and humanities fields up to date (Gibbons & Dixon, 2010)  The implications of the Internet and new technologies for pop culture fandom have been much more explored (Jenkins, 2006; 2007; Earl &Kimport, 2009) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Source: https://twitter.com/RobHarris/status/351491525710073856/photo/1
  • Pleasure/Politics “Even when fan-produced content and comments are critical in nature, there is rarely a fundamental challenge to those who possess overwhelming symbolic power in defining and anchoring the reality of elite sport—sports organizing bodies, leagues, clubs, media companies, and sponsors (cf. Couldry 2003, 2006). Such gestures of fan defiance struggle to mobilize transformative forces in sport, even if this were the intention of ‘dissidents’.Indeed, discussion by fans often concentrates on how officials and executives should improve their performance to achieve greater success for their team on the field, better financial returns off it, and more appealing action for those watching (Scibilia& Hutchins 2012; Wilson, W. 2007)”. (Rowe & Hutchins, 2012, p. 103) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro) identity - participatory practices - formal politics
  • Theoretical framework Sport fandom Pop culture fandom Resistance (ideology, power) Participation/convergence (more symbiotic) Sociology and psychology Media and cultural studies Overvaluation of the “authentic” supporter (who attends matches in person) / concentration on the exceptional (hooligans) Everyday life is the focus Offline and online are two separate worlds No such divisions (implications of the emergence of the Internet for fandom practices) Consumer and fan are two distinct entities Fan/consumer are two intricate sides of the “prosumer” Schimmel, Harrington, &Bielby, 2007; Earl &Kimport, 2009; Crawford, 2003, 2004; Pearson, 2010; Jenkins, 2006, 2007. OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Source: https://twitter.com/RobHarris/status/351491525710073856/photo/1
  • My problem right now  It's not that simple just take the theoretical framework from pop culture fandom studies and my problems are solved!  Sport fans very often use an anti-media discourse (they think commodification and globalisation are killing their objects of affection)  They also adopt a very oppositional approach when it comes to sporting governing bodies  Sport fandom develops in different ways than pop culture fandom (loyalty; one club your whole life; generation to generation; and so on) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • One way to find some answers  Better understand the differences between sport economy and other creative economies  More centralized? (Too much economic power in very few hands?)  Too afraid to be more transparent and adapt to a changing media ecology? (Their business model has been very profitable)  Are sport fans more loyal? Don’t they have a sort of guarantee that they will sell their products even if they don’t answer their “clients”?  Is a market with less competition?  Even the level of piracy is lower because of the centrality of simultaneity for sport consumption (Hutchins & Rowe, 2012) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • My cases  Three distinct cases, all from Brazil  #ForaRicardoTeixeira (successful campaign organised by fans)  Clubs’ communities  Conversations around the 2014 World Cup  Why Twitter?  Central position when it comes to digital sport fandom in the Brazilian context (key-users, journalists, interest-based) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Methodology  Using yourTwapperkeeper (data collection), CAT (coding), R (data mining) etc.  Mixed-methods approach  Digital methods – dynamics, networks and content (hashtags)  Qualitative content analysis (top tweets, key-events, frame analysis) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • 1) #ForaRicardoTeixeira  President of CBF for 23 years  Involved in many corruption cases (Contraband Flight, 1994; Nike and the Probing Commissions in the Congress, 2001; ISL case, 2011)  Very close to Globo, the largest media company in Brazil  Launched on the 21st of July 2011 (lasted for 8 months)  “I couldn’t give a shit” about the corruption allegations (Pinheiro, 2011)  Twitter, Facebook, YouTube and Flickr accounts; website and a blog; online petition (Avaaz)  887,885 post views in the first 10 days (Facebook)  First “twitterstorm”: 50,839 tweets ("#ForaRicardoTeixeira," 2011) 300,000 tweets were posted (15,000) Marcello Casal JR/ABr OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Bruns (2011) – scripts:metrify.awk, urlextract.awk, urlresolve.awk, urltruncate.awk OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Gamson& Modigliani (1989) – Framing matrix; Matthes&Kohring (2008); Vimieiro & Maia (2011) – Indirect frame analysis. OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro) Vimieiro, A. (forthcoming). Fan activism on Twitter: online sport communities and the campaign #ForaRicardoTeixeira. Ciberlegenda.
  • 2) Clubs’ communities  12 largest clubs  Collecting data during the 2013 Brazilian Football Championship (Brasileirão) – longitudinal approach  Collecting from keywords: clubs’ names and nicknames (afterwards, a filter has to be used)  Everyday engagement: football fans talk about their clubs in a daily basis (in contrast with the national team, for instance) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Wiki created by fans with the whole history of the club Website where many fans publish videos, photos, short stories, anecdotes, chr onicles, biographical stories etc. OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Alternative radio produced by fans (they make live commentaries in all matches) Alternative club’s coverage (podcasts) OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • 3) 2014 FIFA World Cup / National team  Longitudinal approach  Data collection: 2012-2014  Many controversies during this period: World Cup Law, reopening of stadiums, Confederations Cup…  Distinct frames depending on the situation: performance (players/team), sport economy (costs/FIFA), socioeconomic (costs/Brazilian government)  Paradox of the Confederations Cup:  Massive protests (costs and FIFA’s policies)  Records of attendance and TV audience! OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)
  • Findings, next steps and troubles OII SDP 2013 | Online football fandom in Brazil: pleasure and politics on the Twitterland | Ana Vimieiro (@carolvimieiro)  Politics/pleasure  They move across distinct roles (fan/consumer/citizen)  BUT they also struggle to politicise some discussions when they feel it is going to threaten their passion  SNA and qualitative analysis (2nd and 3rd cases)  How much data I’ve got! (5 million tweets and counting)  Feeling I’ll need to do interviews…