Short answer
Identify and understand emergent globalized subcultures, like football fan tribes, as they represent distinct and potentially lucrative consumer segments.
- Field
- Innovation & Markets
- Source
- Leiden Repository (Leiden University) (2015)
- Method
- Qualitative Fieldwork and Social Analysis
- Evidence
- Strong effect
The widespread availability of globalized sports broadcasts, particularly European football leagues, fosters distinct fan communities in urban centers that represent a significant and emerging consumer market. This innovation & markets research insight is drawn from a 2015 study published in Leiden Repository (Leiden University). Using Qualitative fieldwork and social analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Identify and understand emergent globalized subcultures, like football fan tribes, as they represent distinct and potentially lucrative consumer segments.
Globalised Football Fandom Creates New Urban Consumer Tribes
The widespread availability of globalized sports broadcasts, particularly European football leagues, fosters distinct fan communities in urban centers that represent a significant and emerging consumer market.
Leiden Repository (Leiden University) · 2015
Key Findings
- 01Transnational broadcasting of live European football matches creates a large base of 'long-distance' fans.
- 02Ritualized television spectating in viewing centers reinforces fan behaviors, values, and attitudes.
- 03This expanding television-mediated fan base has become a target market for Nigerian companies.
Application
Design takeaway
Identify and understand emergent globalized subcultures, like football fan tribes, as they represent distinct and potentially lucrative consumer segments.
How to apply
Research how global media trends are shaping local communities and identify opportunities for product or service design that caters to the unique identities and consumption patterns of these groups.
Project actions
- 01Consider how global trends are creating new groups of people with shared interests.
- 02Investigate how these groups interact and what products or services they might be interested in.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a nuanced understanding of how global media impacts local social and economic structures.
- +Identifies a specific, actionable market segment driven by cultural phenomena.
Limitations
The findings are specific to the cultural context of Nigeria and may not apply directly to other regions.
Reliability & validity
The study relies on qualitative fieldwork, which can be subject to researcher interpretation. Triangulation of data through multiple observation points and interviews would enhance reliability.
Think critically
To what extent does the 'electronic colonialism' described in the paper create passive consumers, or does it empower these fan groups in unexpected ways?
Design Principles
"Global media can foster localized, passionate communities that translate into identifiable consumer markets."
Understanding how global media influences local social structures and consumption patterns is crucial for designers and marketers. It reveals opportunities to tap into emergent subcultures and tailor products or services to specific, often niche, fan bases.
What This Means for Your Design
Watching foreign football games on TV in special places creates groups of fans who are like a team, and companies can sell things to them.
How to use in your project
- 1.Use this research to justify investigating a specific consumer group formed by global media influence.
Add to My Project
Quick Cite
Paragraph starter
This research highlights how globalized media, such as European football broadcasts, can foster distinct urban 'tribes' or fan communities. These communities, united by shared viewing rituals and passionate engagement, represent a significant and emerging consumer market that local businesses can effectively target, demonstrating a powerful link between global cultural diffusion and localized market opportunities.
Source
Leiden Repository (Leiden University)
Globalisation, football and emerging urban 'tribes' : fans of the European leagues in a Nigerian city
journal · 2015
View sourceQuestions About This Research
- What does the research say about globalised football fandom creates new urban consumer tribes?
- Identify and understand emergent globalized subcultures, like football fan tribes, as they represent distinct and potentially lucrative consumer segments. Evidence: Leiden Repository (Leiden University) (2015).
- Why does "Globalised Football Fandom Creates New Urban Consumer Tribes" matter for design?
- Understanding how global media influences local social structures and consumption patterns is crucial for designers and marketers. It reveals opportunities to tap into emergent subcultures and tailor products or services to specific, often niche, fan bases.
- How can designers apply this research?
- Identify and understand emergent globalized subcultures, like football fan tribes, as they represent distinct and potentially lucrative consumer segments.
- What were the main findings?
- Transnational broadcasting of live European football matches creates a large base of 'long-distance' fans.. Ritualized television spectating in viewing centers reinforces fan behaviors, values, and attitudes.. This expanding television-mediated fan base has become a target market for Nigerian companies.
- What research method was used?
- Qualitative Fieldwork and Social Analysis.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from Leiden Repository (Leiden University).
- What should I do differently in my next project?
- Research how global media trends are shaping local communities and identify opportunities for product or service design that caters to the unique identities and consumption patterns of these groups.
- What are the limitations?
- The study focuses on a specific Nigerian city and may not be generalizable to all urban contexts or all types of globalized media consumption.