Blitzing: Levels of Online Fandom and Aggression on College Football

Message Boards

Dr. Lance Porter, LSUDr. Chris Wood, JWA

Dr. Vince Benigni, College of Charleston

UNC-CSRI ConferenceApril 18, 2009

Theoretical Implications Web site postings after team victories would

support “basking” and discount “cathartic” perspectives.

Disposition theory of spectatorship. Online “community” as participatory, active

members bridging and bonding. Entertainment motive for fan consumption of

media that is emotive (anticipate outcomes), cognitive (gaining knowledge), and behavioral (group affiliation).

Uses & Gratifications through Web access.

Research Methods Background Fan survey posted on available

Rivals.com and Scout.com (affiliate) Web sites of SEC teams and one free site from each team.

Incentive: share results with site publishers

Publishers agreed to “push pin” link to survey at the top of their main message board for 30 days.

Most publishers provided endorsement of study

Research Methods Background

Total 3,816 respondents to survey. Fan study accompanies research

projects on:• Media survey at SEC Media Days, etc.• Content analysis of fan sites.• Essay “The Rant” study of Fan based

Internet Sports Communities (FBISC).

FBISC Site visitor demographic profile

Nearly two-thirds (65%) are age 35 and older.

97% are Caucasian; 95% are male. 84% have a Bachelor’s degree or

higher, with 30% Master’s or Ph.D. 90% make $50,000 or more in

annual income, and 55% make $100,000 or more.

Demographic profile: older, affluent, “educated”, white males.

How often do you visit during off season?

Several times a day 33%

About once a day29%

3-5 Times a Week 15%

1-2 Times a Week 15%

Every Few Weeks5%

Less Often4%

How often do you visit during THE season?

3-5 Times a Week4%

1-2 Times a Week1% Every Few Weeks

0%Less Often

0%

Several times per day 75%

About once per day 19%

How often do you visit during recruiting?

3-5 Times per

Week 8%

1-2 Times per Week 6% Every Few Weeks

2%Less Often

1%

About once per day 20%

Several times per day 63%

How much time did you spend online yesterday on fan based message boards?

More than three hours 6%

One to three hours 36%

Half hour to one hour 38%

Half hour or less20%

From where do you most often visit fan based message boards?

From Internet cafe/coffee shop1%

From cellular/mobile device2%

From home 70%

From work 27%

For how many Web sites, forums, blogs, etc. do you post?

925242215111413201287

106543021

0 200 400 600 800 1000 1200 1400 1600

From how many sports Web sites, forums, message boards do you get information?

90%

82%

72%

610%

66%

500%

516%

4110%410%400%

415%350%

310%

300%

322%

270%

250%

240%

230%

220%

210%

201%

216%

170%

160%

151%

140%

130%

121%

110%1000% 10

6% 111%

01%

How many sports Web sites, forums, message boards do you pay a subscription?

7

6

34

5

4

3

2

0

1

0 500 1000 1500 2000 2500

How often do you post to your own team’s Web site, forums, blogs, etc.?

Sometimes 36%

Rarely 25%

Very often 18%

Always 10%

Never 11%

How often do you post on another team’s Web site, blogs, forums, etc.?

Rarely 30%Never 56%

Sometimes11%

Always 1% Very often 2%

Visitor Profile:Your favorite college football team?

Auburn

Tennessee

Florida

Other

Vanderbilt

S.Carolina

Kentucky

Arkansas

Alabama

Miss State

Georgia

LSU

Ole Miss

0 200 400 600 800 1000 1200 1400

I am most likely to visit a fan-based sports Web site after a:

Win 85%

Loss 15%

I am most likely to post on a fan-based sports Web site after a:

Win 72%

Loss 28%

Site Evaluation: What did you like most?

Site Evaluation: What did you like least?

Site Evaluation: Why did you visit today?

Levels of Online Aggression

Alaba

ma

Vand

erbilt

Ole Miss

Arkans

as

Miss St

ate

S.Caro

lina

Georgi

a

Kentu

ckyOthe

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Florid

aLSU

Aubu

rn

Tennes

see-.5000000

.0000000

.5000000

1.0000000

1.5000000

2.0000000

Winning Record Significantly related to Web site

liking, psychological commitment to team and sports fandom.

Not related to online aggression.

Online Football Fanatics Like the sites significantly more Are significantly more aggressive More psychologically committed to

the team.

Team Fanatics Like the sites significantly more. Are bigger fans of sport in general. Are more aggressive.

Aggressive Online Fanatics Are more psychologically connected

to the team. Score significantly higher on the

sports fandom scale. No significant relationship to website

liking. Males more aggressive than females. Younger fans more aggressive than

older fans.

Questions?

Chris Wood, Ph.D.Phone: 770-757-1681

Email: jcwood@uga.edu