This study analyzed red devils' roadside support from a consumption perspective, compared roadside supports in Korea with those in Germany, and analyzed supporting activities at World Cup stadium by countries. For this purpose, this study collected ...
This study analyzed red devils' roadside support from a consumption perspective, compared roadside supports in Korea with those in Germany, and analyzed supporting activities at World Cup stadium by countries. For this purpose, this study collected secondary data about roadside supports and soccer fan community, conducted in-depth interviews with executive members of Red Devils, conducted participant observation about roadside supports, and conducted personal interviews with soccer fans at stadium.
This study synthetically analyzed these data and described three major themes. First, this study summarized the development process of red devils, analyzed types and instruments of cheering acts, and introduced organizational structure of the community. Based on these finding, we interpreted roadside supports as a social movement or cultural festival participated by most of Koreans, and we found that this festival carried key consumption values such as unity, self-respect, fun, and heroism.
Second, we compared 2002 and 2006 roadside supports, analyzed 2006 roadside supports by countries(in Korea vs, in Germany). We found that order and group consciousness in 2006 roadside supports were decreased in 2006, and participants took a role of audiences at roadside supports rather than heroes, because the events were more commercialized in 2006. On the other hand, we found differences in soccer fans' cheering activities, participation motives and collusive behavioral patterns by countries.
Based on these findings, we discussed managerial and theoretical implications, and suggested future research directions about community development process and relationship between cultural value and consumption behaviors.
Key Words: roadside supports, collusive cultural festival, community development process, commercialization.