Introduction
The initial stage of identification with football teams, known as the awareness phase, is less-under-researched. This community of fans, sometimes referred to as spectators or occasional advocators in some studies, pays less attention to the issue of collective identity. On the other hand, their susceptibility to external factors such as media, family, and peers is more significant than other factors. The aim of this research is to investigate how these fans form their identification in the initial stage of identity formation, specifically the phase of acquiring knowledge and recognition of the team.
Methodology
This study is both goal-oriented and qualitative in terms of data, conducted through content analysis. Data collection tools included interviews conducted face-to-face, comprising 9 semi-structured interviews with sports fans. To identify this group of fans, a self-declaration form was used at the beginning of the interviews to categorize individuals based on their attachment and interest in football teams. After each interview, the entire interview text was transcribed, followed by coding in three stages involving open codes, themes, and categories.
Results
After data analysis, four main factors were identified: Sociability factors (28 open codes), Team Identity Card (19 open codes), Media (16 open codes), and Place and Geography (11 open codes). Team Identity Card refers to a set of symbols, signs, and concepts that somehow represent the team. These factors include jersey color, team slogan, and team logo. Sociability factors encompass all individuals and personalities such as family members, peers, and other fans who have had a significant role in introducing and familiarizing fans with football. The media factor includes various types of classic, modern, and advertising media in physical spaces that have sparked fans' curiosity to watch a team's competitions and become fans. The Place and Geography factor denote the fan's close connection to the team.
Conclusion
Awareness as the first stage of fan identity formation is not significantly influenced by the importance of the team and collective identity. Hence, social factors hold more importance at this stage. As the fan's connection with the team has not yet been internalized, external factors have a greater influence at this stage. Factors such as media, family, and peers can enhance an individual's awareness of a sports team and potentially shape their initial perception of fandom.