Exploring Athletic Club de Bilbao's CommunicationPhilosophy, Identity, and Fan´s Community

  1. Aurrekoetxea-Casaus, Maite 1
  2. Sanchez Mencia, Eneko 1
  3. Hernandez-Simal, Lander 1
  1. 1 Universidad de Deusto
    info

    Universidad de Deusto

    Bilbao, España

    ROR https://ror.org/00ne6sr39

Journal:
CIC: Cuadernos de información y comunicación

ISSN: 1135-7991,  1988-4001

Year of publication: 2024

Issue Title: Monográfico: Paisajes urbanos en la era de la comunicación (acerca de la comunicación urbana)

Issue: 29

Pages: 117-131

Type: Article

DOI: 10.5209/CIYC.95737 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: CIC: Cuadernos de información y comunicación

Abstract

Professional football teams operate today in a globalized context where communication strategies are crucial for strengthening bonds with their fanbases. The aim of this research was to explore the communication tactics of a football team by analyzing 15 documentary videos from the official YouTube channel of Athletic Club de Bilbao, a football team with a recruitment policy that is unique in the world of football and often labelled as anachronistic. Through a qualitative methodology, thematic analysis, and using Atlas.ti software, the results revealed that the football club's communication tactics involve presenting a contemporary narrative in their documentary videos that embraces the linguistic and cultural diversity of Basque society, blending localism with cosmopolitanism. These findings suggest that the fans of Athletic Club experience a sense of distinction and exclusivity compared to other teams and supporters worldwide, transcending the geographical boundaries of their city.

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