Abstract
Using netnography, this chapter explores presentation and contestation of fan identities on Facebook. The virtual nature of these fan identities is part of entrenched nature of our increasingly bifurcated society. People have fandoms practiced in the realm of cyber and real life. The chapter outlines actual conditions, motivation, symbolic meaning, and performance of online fan identities. It questions how the emergence of new media has mediated establishment and performative practices of football fandoms. Our study concludes that we are witnessing a new form of fandom, one based not on physical but on virtual geography, in which fan identities can be exported and practiced thousands of miles away from the team and other fans and in which consumption of football is mediated via fan forums. This is the era of ‘clickfans’ who ‘like,’ ‘comment,’ and ‘post.’ Online discussions, complaints, debates, and chats allow fan interaction even with football players and sports journalists who are also on Facebook. Social media thus mediates a fandom that allows more interaction amongst fans but less physical contact. The chapter shows how online behaviors of fans in Zimbabwe highlights how fundamentally social media has increased the degree of self-consciousness and reflexivity in football fans’ performances of their fandom.
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