Abstract
Purpose: This study examines the collective intellectual aspects of sports fandom.BR Method: As a result of interviews with 5 researchers who participated in the online fan community in Kim, and analysis through community data, the collective intelligence of sports fandom was as follows.BR Results: First, identification with a star through consumption of star advertisement goods and granting of a unique status to a star. Second, sharing and re-creating information that saves, interprets, frees and distributes content on its own, and produces information without the help of experts through the process of collaboration and interaction. Third, imitating the athletes’ donation activities, the fandom also implements donation culture, and imitates and cultivates its own. Forth, it is a critic that aims to bring about social change through social solidarity and to bring about institutional change.BR Conclusion: Modern pop culture fans have escaped the notion of passive status as a receiver and a simple audience. There is a need to pay attention to sports fandom, which is regarded as a proactive and productive cultural worker.
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