"Vi är överallt" : En diskursanalys av relationen mellan AIK och dess supportrar på sociala medier

• Main Author: Pettersson, Felix
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Institutionen för kultur- och medievetenskaper 2018
• Subjects: AIK; discourse analysis; fandom; supporter; myth; nodal point; communication; football; diskursanalys; supporterskap; myt; nodalpunkt; kommunikation; fotboll; Media and Communications; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149180

Title: “We are everywhere” – an analysis of the discourse surrounding AIK football club on social media   The purpose of this study is to discern what the discourse surrounding Swedish football club Allmänna Idrottsklubben (AIK) and its fans look like on the social media platforms Facebook, Twitter, and Instagram. This is done by examining every post by AIK on these platforms and the fan response to each post. The opportunities for clubs such as AIK to communicate directly with its fans has increased greatly with the invention of social media, and this breakthrough in communication has also had the added effect of allowing fans to much easier voice their own opinions. Thus, we are presented with an area of communication that represents an interesting object of study.   The method used is based partly on Ernesto Laclau and Chantal Mouffes theory on discourse analysis and partly on Roland Barthes theory on myths. Both theories offers some tools for analysis and when combined provides the opportunity for in-depth study. The results show that the discourse is largely centred around nodal points such as “Love”, and “the Club Emblem”. Through these AIK communicate the importance of itself to its fans and gives them a reason to “be a part of something greater”. Some of the myths found such as the “Family myth” or the “Hero myth” adds to this notion. However, the supporters don’t always agree with AIK which is why another major theme in the discourse was their “Criticism”. The supporters could also be found arguing among themselves about what being an AIK-fan meant which exposed the “True-fan myth”. Through all of this the study found sign of an underlying importance of active participation within the fandom, which enhanced the experience of being a supporter.   Key words: AIK, discourse analysis, fandom, supporter, myth, nodal point, communication, football