인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study investigates the social meaning of uniforms in Korean professional baseball fandom using brand community theory. Qualitative data were collected through focus group interviews with fans of two Korean Baseball Organization (KBO) teams, the Samsung Lions and the LG Twins. The analysis examined how uniforms are experienced and used in everyday fan practices. The findings show that uniforms function not merely as merchandise but as symbolic resources through which fans recognize one another, express affiliation, and maintain relationships. Wearing and customizing uniforms strengthened a sense of belonging during shared cheering experiences, while specific items such as marked or rare uniforms signaled fan commitment and personal history within the community. Fan activity was also not limited to the stadium; participants extended their fandom into online spaces by sharing game experiences and displaying uniforms and collectibles through social media interactions. In this process, consumption operated as both self-expression and a medium of social connection. The study contributes to sports fandom research by demonstrating that brand community elements—consciousness of kind, rituals and traditions, and moral responsibility—are enacted through symbolic practices centered on uniforms. It suggests that fandom is sustained not only by spectating but also by ongoing interaction mediated by symbolic artifacts. These findings provide implications for understanding how fan communities are maintained through shared practices and mediated interaction in contemporary sports culture.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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