:

.. 2555

.. 2555

Fans: Cultural Practices of Thailands Domestic Football Club Fans

By
Mr. Arjin Thongyuukong

A Thesis Submitted in Partial Fulfillment of the Requirements

for the Degree of Master of Arts Program in Anthropology
Faculty of Sociology and Anthropology
Thammasat University
2012



.. 2552


, , (fan studies)
(fan community) (secondary production)

2553 2555



, N-zone, The Sh@rk Power, , Thai HardCore
Port ()

(participatory culture)
(1)

Abstract
The objective of this study is to demonstrate that the popularity of Thailand
Football League since 2009 is a result of not only a reform of the league management
but also active roles of fan culture. This study focuses on fan groups of SCG
Muangthong United, Chonburi FC, and Thai Port FC. The study employs a concept of
fan studies that emphasize emergence of fan community and the secondary
production in the process of consumption. To explore this phenomenon, the author
collected information from documents, in-depth interviews, and fan groups activities
held during 2010 season to the early period of 2012 season.
The study found that attending football on-match is a starting point for
further off-match activities held among fans. These activities draw individual fans into
fan groups, such as, Ultra Muangthong, N-zone, The Sh@rk Power, Bangkok Shark, and
Thai HardCore Port. Each of these groups is distinctive because of their social and
cultural backgrounds. Uniting into a group helps fans to express a role of "co-producer."
Outstanding products of fan are, for instance, photo shooting, online television
programs, information from the Internet, cheer stuffs, fan products, emotional
atmosphere in the competition and fans activities both inside and outside stadium.
Those activities sometimes seem more important for the fans than the games do. Thus,
the product of fans is another factor that is responsible for the rise of Thailand Football
League. In addition, the fan communities, emerged in the consumption of football
league, can to a certain extent negotiate with their football clubs and the clubs
administrators.
Although the football clubs and the club administrators, as the producer,
play dominant role in Thai football industry, this study argues that the fans also play
significant roles in producing football industry. As a result, it is feasible that consumers
are not completely deceived by industrial mechanism, because consumers create their
fan identities via their production of consumption and participatory culture.
(2)


()

.
.
.

.

(3)

4 ()

9 2555

(4)

...................................................................................................................

(1)

......................................................................................................

(3)

............................................................................................................

(8)

.................................................................................................

(9)

1. ...........................................................................................................

........................................................................
...................................................................................
...............................................
...............................................................................................
......................................................................
.............................................
: ....................................
.....................................................................................................
.....................................................................................

1
6
8
12
15
17
23
28
32

2. .........................................................

34

..........

34

(5)


-...................................................................
...

49
58
63

3. : ............................................

65

: .......................................................
66
: .........................
75
.............................................................
95
: 98
: ........................ 101
4. : ...................................

104

.............................................................................
: ..........................................
: .........................
: .................................................
: ..............................

104
108
120
127
134

5. ................................................................

138

................................................................................
............................................................
...................................................................................
: ............................
........................................................................
-: ...............................
.........................................................

139
142
148
157
164
166
170

(6)

6. ................................................

173

.............................................................. 173
:
......................................................................................................... 175
: .... 179
................................. 186
190
..................................... 193

.............................................................................................................

196

. 2555 211
. .. 2552......................................................... 212
. N-zone 2555 ........ 214
. 2554 ...... 215
. ......................................................................................... 216
. 11 .. 2553 219
. (Thai football supporters
association TFSA) ................................................................................ 220
........................................................................................................

(7)

221

1.1
2.1
2.2
3.1

2552-2555 ................................
........................................................
2555 .....................................
2553-2555 ........................................................

(8)

2
55
59
105

3.1
4.1
4.2
4.3
4.4
4.5

N-zone .......................................................................
81
.............................................................. 110
........................................................ 114
. ................................ 115
Yamaha Thailand Fan Club League 2011 ............................ 122
2 . 22-23 2554
................................................................................................................ 125
5.1 Super store . ................................ 141
5.2 ...................................................................... 144
5.3 () ........... 149
5.4 ............ 151
5.5 .......................................................... 154
5.6 Thaiport Importz ................................................................ 155
5.7 ..................................................................... 156
5.8 .......................................................................... 160
5.9 ................................................ 167
5.10 .................................................................. 169
6.1 6 2554 .................. 183
6.2 ................................................................... 185

(9)

( 2545)
.. 2552
1

( 2546: 54)2

(

)
(league) ( double round robin
-
)

-
3 (division) 1 2
() -
2

2551
2552
2551 (-)
2552

2552 ( - ) 1,936
( - ) 4,904 1
4,100
984,000 ( 2552: 70-79)
1.1
2552-25552
2552
2553
25543
2555
()
984,000
()
4,100
()
50

50
()

24
()

250
()

1,132,057
4,717
60-100

1,399,094
4,572
80-100

100-120

63,682,858

100,625,503

35,125,173

56,774,962

500

1,000

1,000

10,000 14,500 (
2,891 ) 12,000 ( 4,200 ) 11,800 ( 3,534 )
2

( 2552:71-79) ( 18 2553: 1,13) ( 24

2554: 1, 16) ( 25 2554: 1, 13) ( 21 2555: 1, 2, 7)
www.thaipremierleague.co.th/stats2011.php 24 2555
3

2552-2553 16 2554 18
2554 240 306

3
2553
4,717 2554
4,572 1
2552 984,000 2553 1,132,057 1,399,094
25542
2555
3 (

)


2552

2552

2555 2552
5,000


4

2554

3
4

14 2536

(mass culture)
( 2540: 614)
(culture industry) Theodor Adorno and Max
Horkheimer (1992: 120-167)


(one-dimensional man) Herbert Marcuse (1964)

(false consciousness)

3 1. 2.
3.


N-zone
The Sh@rk Power

()
1-0 1-2

Michel de Certeau (secondary

production)
(de Certeau1984: xi-xiii)










/



/

6




3
(fan studies) de Certeau
-
Textual Poachers: Television Fans & Participatory Culture Henry
Jenkins (1992)
1
(passive) (active)

1960
(hooliganism)

(Giulianotti 1999: 39-40)

1990
1

(manga)

dojinshi ()
scanlation

7

(Hillsborough disaster)





1990 (Brown
1998: 1-7)

Anthony King (1997: 576-593)
1960
(moral panic)

Vincenzo Scalia
ultras ()
ultras


(Scalia 2009: 41-53)

Rex Nash (2000: 465-486)

..2445-2475 (2549)
4
(leisure)

1

..
2509-2544 (2545)

( Eton)

9
.. 2509

:
(2553)

(

)

(2540)
.. 2539



(2546)
.. 2539 2544
(
) 1

1.
2. (
) 3.

10

(2546)




(2548)

(2551)

1 :
( )

1
7 2554 36,715

11
(2553)

(field)

(2549)

20

(2551)
4 Abercrombie
and Longhurst (1998)
Abercrombie and Longhurst

:
4 (2552)

(simulation)

12

(2553)
(2548)
(2551)

(2553)

(stigma)
- fan fanatic

13
fanaticus (temple
servant) (devotee)

fan
19

(Jenkins 1992: 12)

Abercrombie and Longhurst (1998)
3
1.

2. cultist
(taste)

3. enthusiast

14

(follower)


(Tulloch and Jenkins 1995; Brooker and
Brooker 1996)
Matt Hill (2002) 4

1.

-
2.
(distinction) Pierre Bourdieu
3.

4.

15
(pop culture)


(Sandvoss 2005: 2-3)

(Hill 2002: 31-32)

(active
consumer)

The Practice of Everyday Life

(Ordinary man)

(the marginality of the majority)
/
(user/consumer)

( 2550: 124)

16

Henry Jenkins (1992)
de Certeau (1984) (poaching)
-

Jenkins de Certeau



(peasant)

Jenkins
( de Certeau)

Fan, Bloggers, and Gamers: Exploring Participatory Culture

(Jenkins 2006) Jenkins -
moral economy Jenkins






Jenkins (1992)
(fanzine)1 (fanfic fan fiction)2

1
2

17
(fan music video)

20 (anthropology of sport)

Norbert Elias and Eric Dunning (2008)

19


(civilising process)

18

(highly industrial society)
(leisure)1 -

(excitement)

(mimesis)



(control
physical de-control emotion) Elias and Dunning
(moving without moving)

(worktime) (sparetime)
(routinize)
Johan Huizinga (1955) (Homo
ludens)


Allen Guttmann (1978)

(play) (games) (contests) (sports)

-
1

Elias and Dunning ()

leisure -
( )

19
-
-
-
-
Guttmann
7
1. (secular)
(primitive sport)

2. (equality)

3. (specialization)

4. (rationalization)

5. (bureaucratic organization)

6. (quantification)
7. (quest for record)

19
20

20


Edward B. Tylor History
of Game (1879) On American Lot-Games as Evidence of Asiatic Intercourse
Before the Time of Columbus (1896) (cultural
diffusion) pachisi patolli
Tylor
(Sands 1999: 3)
- (
) James Mooney The Cherokee Ball Play (1890), Stewart
Culin Philippine Games (1900) American Indian Games (1903),
Alexander Lesser The Pawnee Ghost Dance Hand Game: Ghost Dance Revival and
Ethnic Identity (1933), Morris Opler Jicarilla Apache Ceremonial Relay Race
(1944) Culin
-

(others)

(sociologist study the West
while anthropologist study the rest) (Klein 2002: 129)
(the rest)
(primitive society)
-

21
(ritual)


19


(Sands 1999: 7)
1960

John Robert, Malcom Arth and

Robert Bush (1959) Games in Culture
(Blanchard 1995)


(Sands 1999: 8)

1960-70 1974
TAASP (The Anthropological Association for the Study of Play)

1 TAASP
TASP (The Association for the Study of Play)

(Sands 1999; 2002)

TAASP

22

J. R. Fox (1961) Pueblo Baseball: A New Use for Old Witchcraft

Pueblo Indian
(magic) George Gmelch (1972) Magic in
Professional Baseball
1


(localization)
Playing with Modernity: The
Decolonization of Indian Cricket Modernity at Large: Cultural
Dimensions of Globalization Arjun Appadurai (1995: 89-113)

(indigenize)

Appadurai
(indigenization)

Deep Play: Notes on Balinese Cockfight

Clifford Geertz (1973)
Geertz ()

23
:

Textual Poachers: Television Fans & Participatory Culture Henry Jenkins (1992)

- -
Jenkins

Jenkins

(fan community)


4 1. 2.
(convention con) 3. (fanzine) 4. (mailing list)

(consensus)
(reread)

(community)
19

24
1980 cultural turn

Imagined Communities: Reflections on the Origin
and Spread of Nationalism Benedict Anderson (1983)




Gerard Delanty
(open-ended system
of communication) (belonging) (Delanty 2010: x-xv,
151-152)
Back, Crabbe and
Solomos (2001: 99)
(entry ticket)
3 1.
2.
3. (assimilation)

Jenkins

25
Star Trek1 The weight
(bureaucratic)
The weight

Beauty
and the Beast

2

Jenkins (rewrite)

(text)

(
)
de Certeau
Jenkins
Jenkins Reading as poaching
The Practice of Everyday Life de Certeau (1984)
de Certeau

()
1

Star Trek

(United Federation of Planets) Star Trek
Enterprise Kirk Spock
Vulcan
2

(once upon a time)

26

de Certeau


de Certeau Michel Foucault Foucault
(discipline)
Foucault
de Certeau


de Certeau

de Certeau
speech act
(langue) (parole)
(vocabulary)
(syntax) de
Certeau (strategy)

(tactic)

Guttman (1978) Elias and Dunning (2008)

27
1




(the society of the spectacle)
(Debord 1995)

(landscape)



1989
(Bale 2003: 152-156)

de Certeau

Jenkins

Guttman
Elias and Dunning

28








(2545)

(participatory culture)

3 ,
,

29







3 N-zone
Thai HardCore Port () The Sh@rk Power

.. 2553 .. 2555
3

AFC
(.. 2545-2551)
(AFC) www.the-afc.com

30



2554

2551

2553
2555 5
3



2-3

31

2 22-23
2554 23
2553 1 11
2554 The Sh@rk Power
7 2555

32


www.bangkokshark.com/forum www.mtufc.com/board N-zone
www.mtunzone.com www.chonburifootballclub.com/webboard
www.thaiportfc.com/2009/forum www.facebook.com
(group)
Thai HardCore Port FC. (ZONE D)
www.thailandsusu.com
www.pantip.com/cafe/supachalasai www.cheerthai.com
www.youtube.com

6 1

33
2

4
/




5

1.
2. 3.
-
1.

1 (association football)

34

35
19 (public school) 1

2



( 2552: 17-36)



3 (Horne and Manzenrieter 2004: 1-17; Close and
Askew 2004: 243-256)

public school
(
public school ) 19 public
school
2

(World cup) 1994

36
1.1
4-51
5

(Borough Road College) 2
2 .. 2443
(Royal Bangkok Sport Club)
( 2543: 3-7)

( 2553: 27)
3

5
4 (
2509, 2540: 10) 5

()
( )
3

37

(
2549: 112-121)

1.2

.. 2475


.. 25391

38

( 2545; 2548)
( 2546: 54)
..2509-2544
(2545) (..2509-2544
)

(Horne and Manzenreiter 2004: 2)

1.3 AFC

(Asian Football Confederation AFC)1

AFC

39
(Fdration Internationale de Football Association FIFA)1

AFC

17 .. 2549 AFC
AFC Champions League2 2007
ACL 2
ACL 1 AFC Cup 1 3
4
( 18 2549: 17, 21)
.. 2551
AFC 4

-
ACL ( 20 2551: 17, 21; 20
2551: 21, 23; 30 2551: 29) 20 ..
2551 AFC (AFC Professional League committee)

FIFA, FIFA
.. 1904 FIFA
International Federation of Association Football
2

ACL

ACL AFC Cup

( ACL UEFA Champions League
AFC Cup UEFA Europa League)
4

2-3
2006 2

40
1
AFC 21
213 500 13 C ( A-D)
ACL 1
AFC Cup 1 ( 21 2551:
31)

2551
5


2552 -
1,936 -
4,904 600 (
2552: 78-79)
AFC
10-11 ( 11
2012) 2

1. (organization)

- -

www.the-afc.com/uploads/Documents/common/cms/afc/AFC%20PROLEAGUE%20AD-HOC%20COMMITTEE%20ASSESSMENT%20CHARTS%201.pdf accessed April 24,

2012
2

2009 2,000 2011 5,000 ,

www.the-afc.com/uploads/afc/docs/acl2011criteria.pdf accessed April 24, 2012

41
2. (technical standard)

3. (attendance) (
)
4. (governance/soundness)

5. (marketing & promotion)

6. (business scale)

7. (game operation) (match
commissioner)

8. (media)

-

9. (stadia) AFC
5,000 A-class AFC

10. (clubs)
AFC

42
11. (infrastructure)
1

AFC
AFC (AFC professional league project) FIFA
AFC (The future is Asia)
AFC Saburo Kawabuchi2

ACL
( 2550: 98)
FIFA AFC

www.the-afc.com/uploads/Documents/regulation/clubcriteria.pdf
www.the-afc.com/uploads/afc/docs/acl2011criteria.pdf accessed April 24, 2012
2

Kawabuchi
2002-2008
(J-league)

Furukawa Electric , Kawabuchi
Ichiro (2004: 38-53) Kawabuchi

43

10-20

FIFA

Football, Culture, and Globalization: Why Professional Football
has been Going East John Horne and Wolfram Manzenreiter


(Horne and Manzenreiter 2004: 1-17) 1983

(Ravenel and Durand 2004: 21-37) 1993

(Ichiro 2004: 38-53) 1994 2004

(Jones 2004: 54-66) 2002

2010
FIFA

44
1.4

AFC
AFC
(broadcasting)
8
(media) 2009
1
2011 30%
2012 50% 9
(stadia)
1,200 1

(broadcasting rights)
Premier
league 1970

2 1986-87
2.5 1989-90
11
1

http://www.the-afc.com/uploads/afc/docs/acl2011criteria.pdf 24
2555
2

.. 1985 (Heysel stadium

disaster)

39 600
5

45
(Hillsborough disaster)1
(Taylor report)


2
10-20

Rupert Murdoch BSkyB
Division 1 ( )
Football league () Premier league
1992 BSkyB 5 304
60.8 11
Division 1 ()
Premier league BSkyB
BSkyB
Premier league
Premier
league ( 2544: 112-127)
.. 2539


1

.. 1989
(human
stampede)
96 766
2

100
92

46

( 2546: 46, 62)

2551

100,000 1.5
1 ( 2552: 28-30)
15
2551 (
)

2552

60
4 2 ( 2552: 94-95)

2552
NBT ( 11)
4 ( 4 2552: 23-24)

1

99
4 (
) 35 60
4

47

NBT

1 10
( 29 2552: 23-24)
NBT

1,936 4,904 ( 2552: 70-79)

2552


( 17 2553: 17, 26) 2553

1.5 1
2.5 40
2553 240 1 ( 11 2553: 1, 27)2
2554 25542556 2554 4 72 3
304 4 ( 8 2553: 1, 27) 2555
5 90 ( 15
2555: 23-24)
1

120 NBT 60 30 30

2553

2553
3

16 18

204 NBT 68 34

48
2552

2552 (
AFC)

2553
1



Premier league
(televisionalization) (
2544: 88-89)

1.5

49

500% (Bale 2003: 109)

FIFA

AFC

2.

2.1 .
6


( 2543)
.. 24452475 (2549: 122-130) 6
6

50
1
:
(2553: 206-208) 6

.. 130

6

.. 2458 2 12
, ,
, , , ,
, , ,
,

41
( 2549: 122-130; 2520:
261-284)
.. 2475

(
2540:99-108) .. 2500
1

(2528, 2549: 123)

1. 2. .. 2452 3.
6

.. 130 (.. 2455)
2

51
.

.. 2527
1

..2530
.. 25342

(
2545: 48-49, 2552)
.. 2539


3

.4
1

.. 2530

.
700
..2547 ()
.

52

2.2
.. 2542

.. 2545
1 ( 7
2545: 15)
2 (

.. 2546
1

3 ..2545

53
)




( 2547: 21, 59)



..2551-2554

24 .. 2550 ( 25 2550: 17, 20) (
1)

2552
- 2552 1,936
- 2552 4,904
3 2552 4100
( 2552: 78-79) 2553 4,717
2554 4,572




(
2551)
-

54



1

Ravenel and Durand (2004: 21-37)

2.3

( 2551)
2

55
2.1

. 3 1

2543

2552

25,242
13,012
8,652
7,765
11,186

33,732
20,952
15,727
15,358
22,926

2543 2552
2543 2552

33.6% 19,582 27,988 42.9% 432 569 31.8%

61% 10,389 17,107 64.7% 214 384 79.4%
81.8% 7,318 12,051 64.8% 125 280 124%
97.8% 6,546 12,260 87.3%
83 213 156.6%
105% 9,268 17,299 86.7% 143 284 98.6%

12,150 20,903

72%

9,848 16,205 64.6%

179

323

80.4%

: .. 2544 ( 2544)
.. 2554 ( 2554)2
2.1 .. 2543-2552
3

2550

56
(2546)
.. 2540

.. 2540


(2551)

1


()

4 5

57
1

(cosmopolitan villagers)

3
--
4 (2553)

3

2554

()

3

www.matichon.co.th/news_detail.php?newsid=1289816978&grpid=&catid=02&subcatid=0
202 11 2555
4

www.prachatai.com/journal/2010/08/30736 11 2555

58

3.



2555

59
2.2
2555 1

-150

(. )
()
(.)
(.)
( )
(.)
(.. )
()
()
(.- )
(..)
(..)
(.)
.. (..)
... (..)
( .)
(..)
(..)

-

.. 2540

23 .. 2555

60
.. 2544 1 ..
2550
-
.. 2539
2552





( )
(-)
2552
-
2552
250 2553 500
1,000 2554 1,000 2

2550
17 ( 19 2551)
2554 80 ( 7
2554)

2 2550
2 2550-2553 4

1.1

61
2
2 2
3 -

-
-
-

-

-

()

2552

. 10 ( 2552: 68-69)
-

62

.. 2534 20

. .. 2551
( 2552: 102)
.. 2554 . 6
8
( 2552 )
.. 2554 (
)
. - (
)

63

1. 2.
3.-




FIFA

AFC

64

 3
:

/



3
N-zone The
Sh@rk Power Thai HardCore
Port ()

2
1.

65

66
2.

1. :







( 2545; 2548)









www.thailandsusu.com

www.cheerthaipower.com
www.cheerthai.com

67











(liaison)

:

1

68
.. 2544
www.cheerthaipower.com 2543

10 .. 2544
30

.. 2544
()

( )1

(, , 27 2555)

. , ,

69


1

2547 2

10-20



3 (, , 27 2555)


www.cheerthai.com

1

16x20

( 2550: 55)
2
3

70

:


Webmaster

thaifootball.com

thaifootball.org
thailandsusu.com 2007
( 11 2555: 6)

Thailandsusu1
1

Thailandsusu

71

Webmaster

1. 6-10


thailandsusu
...1

Blue Sharks


... ...

( Blue Shark,
, 17 2555)

..WM thailandsusu
www.thailandsusu.com/webboard/index.php?topic=178289 24 2555

72

...





( Blue Shark, , 17 2555)

CHAMP

()
CHAMP 1

73



CHAMP
1

()

CHAMP
http://www.thailandsusu.com/webboard/index.php?topic=217670.0 24 2555

74

(
)

75

2. :

.. 2532
..2550

.. 2555

..2552

2552-

76
2553 1



N-Zone
:
2551 1

9
.. 2551 7


8 20


(Ultra Muangthong)

S W
S
S
2,500 S


(
)

2552-2553 2
2550 1 2551

77

1

1. 2. 3. 4.
5. 6. 7. 8. 9.
2 13-15
80 3

Vision

Mission

90
Slogan
4
90
()

1

staff

2

2012
www.mtufc.com/board/index.php?topic=18856.0 11 2555
4

www.mtufc.com/board/index.php?topic=1022.0 24 2555

78

3-5 90 (
)

()


S
70%




( 4 )



1


(
)

79

-


90

CRAZY_MAN 1




Ultra magazine
www.mtufc.com/board

60-70

...
2
3 (CRAZY_MAN
, , 5 2554)

www.facebook.com/groups/123533841033412

www.facebook.com/groups/ultracomic

80







50-100

N-Zone
2552
( W) 2 ()
grand stand ( E) 4-5
grand stand 2553
S N N
4


S
90
N-Zone
N-Zone
( N

81
E) N
N-Zone 100
500-1000 2,500

2555 N-zone
(
)
1. 2. 3. 4. 5. 6. 7.
8.1 16
2

3.1 N-zone3

N-zone

N-Zone 2012
www.mtunzone.com/nzone/index.php?topic=1948.0 11 2555
3

82
Mission

,,
90
N-Zone

(Family , Family Work-Life)1
N-Zone Principle
N-Zone
Stadium ,


N-Zone
N-Zone
Brotherhood
, N-Zone
90
2
N-Zone



N-Zone

N-Zone 2012 www.mtunzone.com/nzone/index.php?topic=1949.0

24 2555
2

N-Zone
www.mtunzone.com/nzone/index.php?topic=1947.0 24 2555

83
(-)

90

( N-zone, , 14 2555)

4-5 (
)
( )

N-Zone 1
BBM (Blackberry
messenger) Blackberry 30
Blackberry messenger groups 2

SMS Blackberry
100-200
SMS
SMS
N-Zone


N-Zone

(masculinity)
1
2

http://www.mtunzone.com/

Blackberry messenger groups Blackberry

- 30
N-Zone

84

..2534
( )

1

.. 2540 .
.

(
2551: 46-48)
2548
.. 2549
( .. 2550
) 2550

( 2552: 93-103)

(2551) .. 2549

85





The Sh@rk Power

The Sh@rk Power
The Sh@rk Power

()
2551 ()
.
25 .
1

86

2553
.




1. Fire Shark
2. The Sh@rk Power The Sh@rk Power

2554
The Sh@rk Power () 1
The Sh@rk Power

200 2
2555 500
The Sh@rk Power
200
200
200
The Sh@rk Power

1
2

2555

(
) The Sh@rk Power

87

1

The Sh@rk Power

- -

20-30

The Sh@rk Power

2
24 26 2-3

The Sh@rk Power

1

35 3 100
30 (
23-24 )

88
The Sh@rk Power






.. 2554

The Sh@rk Power


(Bangkok Shark)

7 .. 25511 0
2

89

50-100 (
)


200 (-)

1 15 2
Blue Shark

2552


...



( Blue Shark, , 17 2555)

1
2

www.bangkokshark.com/forum/index.php?topic=9959.0 11 2555

90

()
( 2551: 136-160)
Vision Asia

www.bangkokshark.com/forum/

..2510
1

PAT Port authority of Thailand

91
Klongtoey army

2552

2-3 5000
52

( )


( , , 14 2555)

92

Klongtoey army

Klongtoey army
Flying portman

4 A
A
B C
Klongtoey army

B

3-4

10
Thaiport Importz
Kingo
Wigan Athletic F.C.
Kingo
passionate

93
1 C

C

()
B
2 C

( )

B C

(

)


1

passionate

94
...

Thai HardCore Port ()

Thai HardCore Port
D
2554 C
D

1





3-4

95


www.youtube.com

30
200

(group) www.facebook.com

1

( 2552)


3-4

96

2551 2552

90
2552 2553
N-Zone

2549

2551
2553 The
Sh@rk Power

2552


2554

(sense of belonging)




( 4)

97

( )

N-zone

Nzone

Back, Crabbe and Solomos (2001:77)
(entry ticket)

N-zone

98
:


(Jenkins 2006: 112)








1
-






- (-)




(, , 27 2555)

99







. .

(
)

N-Zone

100

Garry Robson (2000) Millwall
Millwall


1
Millwall Sout-East
London
Robson Millwall Sout-East London
Millwall
(bourgeois material
culture) (working-class
aesthetic)
(masculinity)2 Robson Millwall

Robson Millwall Millwall

1950-1960 Millwall
Millwall

. - 20 2553
2

Robson

101
N-Zone
Brotherhood

N-Zone

102

()

5 .. 2554





-


()

103

N-Zone

(
)

-
/

 4
:
The Sh@rk Power

The Sh@rk Power

(
) 40
8-10

()

104

105

(Lee 1998: 32-49)

1

(2551: 57)

(2553: 61)

3.1
2553-2555

2553 2554 2555 2553 2554 2555 2553 2554 2555

80/100

80/
100/
150

50/80/
100/
150

60/
120/
150

100/
120/
150/
200
100/
170/
200

80/100

80/100

80/100

1,200/
1,500

1,500/
2,000/
3,000

1,700/
2,100/
2,500/
3,900

790

695

990

1,500/
2,000

3,000

4,500

595

690

990

1,500

1,500

1,500/
2,500

790

490

599

()

106
2553-2555
80-120 ()
1
400-500 (
)

2 600-800
-
100-200 3

()4
35
1

2


3-4
3

2553-2554
. 2553
2554

107
3 100 ( 28 )

28-45

2


1

108

1. :

3
1
(league) double round robin
-2


8-10


3
:


4
1

3 ()

109

(home) 1

C
( B
C) -

2-3
1-2
.9 . .
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1-2

-


(
)
-
1

.. 2542 [] . ,
, , , .

110

1-2

4.1

. .

2
W S
E N
N Zone
16.00
18.00 . 18.00 - 20.00 .

111

1-2

(convention)

112







1

(landscape)
-


(Hillsborough) 1989
(sense of community)
(Bale 2003: 152-156)
(AFC)

When Saturday comes

113

:

1

10%

(
)






20-22 ..
1

114
2554

- 150 1


3 5



17-18

4.2
1

2554
FB 200,000

115
40
200 -

-



-

4.3 .


2
2

116

()

117

2553




2-3
2 .. 2553

118

11

-






1

17.00 .
19.00 .


1-2

1 0

1

119

1

5-6

120
2

2. :



CRAZY_MAN

121

()






100-200

.. 2554 Thaiport league 2011
5



...

The Sh@rk Power

()
20-30

2-3
10
Club X, UltraTV FC

122





(CRAZY_MAN , , 5 2554)

4.4 Yamaha Thailand Fan Club League 2011

2554 Yamaha Thailand
Fan Club League 2011 (YTFC)1
1

2554

YTFC www.thailandfanclubleague.com

123
YTFC
18
1 2

YTFC
YTFC

16.00 .

124

2555 4

125

4.5 2 . 22-23 2554

() ()

126
5-7 30-40



...

127

3.:

1
3.1

128

www.thaileagueonline.com
www.siamsport.co.th

3.2

129
1
( 11)
2

34
Camfrog5 6

ACL
30%
2

11 1-2 11
3

peer-to-peer

Camfrog

130

(Broadband Internet
access high-speed Internet) -

3.3

(web forum
webboard)

www.cheerthai.com
www.thailandsusu.com
www.pantip.com/cafe/supachalasai

www.cheerthaipower.com
.. 2543

131


18 thaifootball.com
discussion board
( ) thaifootball.com
(, , 27 2555)

.. 2544

1 www.cheerthai.com


(www.pantip.com/cafe/supachalasai)
()
() ()
.. 2549

132

www.thaifootball.com
.. 2542
.. 2547 www.thaifootball.org
www.thailandsusu.com
.. 25501

www.stats.in.th .. 2552
(pageviews) pageviews 2553
pageviews 2554
pageviews 2555 pageviews2



www.thaiportfc.com/2009/forum
www.chonburifootballclub.com/webboard

www.bangkokshark.com/forum
N-zone

www.mtunzone.com

www.mtufc.com/board
1

www.thaifootball.com


www.thai-fussball.com
2

www.stats.in.th 24 2555

133

(social network)




(page) (group)
www.facebook.com (www.twitter.com)

Jenkins (2006)

- (collective intelligence)
(participatory culture)

134

1970
20
e-zine

(Millward 2008: 299-310)

:
The Sh@rk Power
The
Sh@rk Power

1

Ultra magazine
2

135

(sense of belonging)

136

137

!!!!!!!

18.00 . 20.00
. 2

1

Michel de Certeau (1984)

(secondary production)





138

139

22

(merchandise)1

()
3





1

140



.. 2523 .. 2546 ..
2550
.. 2550- 2552

free copy Soccer mania


www.thaileagueonline.com www.siamsport.com






()

2552 24 ( 2552: 78)

141
2553 35,125,173 ( 25 2554)
25541 56,774,962 2


match day


2-3
2553-2554
600-700 ( )

5.1 Super store

1
2

2552-2553 16 2554 18

2554 www.thaipremierleague.co.th/stats2011.php 24
2554

142




Red caf Shark caf

Jenkins (1992: 28-33)

(

143
)

:
(2553)
-

3 1. 2. 3.

144

5.2
2 (bass drum)
(snare drum)
2-5 1

4-10
24 26
3,000-7,000 /

750-2,500 ( 1 2 )
1-2 1
1,500-5,000

145
3 1. 2.
/ 3.



N-Zone

2
5
1

Klongtoey army


150 250 1

Were MTUTD

(2553)

1500

146

1

2554 FB
200,000
2555 SCG
100,000 N-Zone
60,000







(season ticket)



1

147

12
12
2555 S Yamaha
Ultra Stand

( )














SWOT analysis, bow tie
approach 1

148

1
CRAZY_MAN 2

www.youtube.com

youtube
2

149
1
(
)

5.3 ()



(
)

150
D-SLR1
1-2

(
)

The Football

.. 2549

www.pantip.com www.thailandsusu.com
Blueshark
1

D-SLR (Digital single-lens reflex cameras)

151

5.4

KlongtoeyTV1
Ultra TV2 Ultra radio3
1

www.klongtoeytv.com

www.mtufc.com/ultratv.html

www.mtufc.com/ultraradio.html

152


Shark TV
1 Shark radio
21.10-22.00 . FM 99.75
MHz2
(
)

(citizen
1

www.livestream.com/chonburi_fc/

http://radio.prd.go.th/chonburi/main.php?filename=index

e-zine

Ultra magazine 2

153
journalist)

154

5.5
-



()



( )


1

155

5.6 Thaiport Importz

Thaiport Importz
12
Frosty

-


280

156

5.7 1









2554

: 00 !!! www.thailandsusu.com/webboard/index.php?topic=164883.0
23 2555

157

(football chant)

158




When the Reds go marching in
The Blue and gold go marching in When
the saints go marching in Louisiana

... We come to cheer

1

1
2

159
1
2

... ...

Gary Armstrong and Malcom Young
Sheffield United The Blades

(Armstrong and Young 2000: 173-211)3

communitas

(Armstrong and Young 2000: 173-211; Robson 2000: 161-188)

...

160

1

2-5 1-2

The Sh@rk Power

5.8

1 1.5
1

161


The Sh@rk Power

-
10,000 1 ( 2555: 63)




()
2

()

1
2

162

163

-
()

164

The Sh@rk Power

(
)

( 4)
-
N-Zone

CRAZY_MAN

165

1







-



1

2554 18.00 .
PAT
16.00 .

166

-:
One-Dimensional Man: Studies in the Ideology of Advanced
Industrial Society Herbert Marcuse (1964)
(advanced industrial society)

(false consciousness)

(one-dimensional thought) (onedimensional man)

167
The Poznan Grecque
Lech Poznan The
Poznan Manchester City
FA cup 14 ..2554 The
Poznan
All star TPL ( ) All star
Japan ()
17 The
Poznan
Manchester City
1

5.9 1

"
" www.thailandsusu.com/webboard/index.php?topic=113240.100 23
2555

168
20 ..2553

True (
-)



(CRAZY_MAN ,
, 5 2554)

2553 2554

169

5.10


(
)

(
)

170

Adorno and Horkheimer (1992: 120-167)
(culture industry)
(standardization)
(mass production)

(amateur)


(sublimate) (repress)

(pseudo individaulity)
(mass culture)
()

171

( )

172

19 20


173

174

FIFA .. 2551 AFC

.. 2550
.

175
:

(fan community)

3


N-zone
(masculinity)
The Sh@rk Power
(Bangkok Shark)

(working-class
aesthetic) (Thai Hardcore Port)


(reread)

Back, Crabbe and Solomos (2001: 99)

176
(entry
ticket)
(assimilation)
(
)

1
N-zone

The Sh@rk Power



Henry Jenkins (1992)

177

(

)

(sense of belonging)


(
)

John Storey ( 2552: 31)

Pierre Bourdieu
(1986: 241-258) 3
(economic capital)

178
(cultural capital) (social capital)




3

( )

1 Garry Crawford
(2004: 62) (neo-tribe)




(
)

Jenkins (1992: 280-282)

(utopian community)

179
:

(one-dimensional man) Herbert Marcuse (1964)

(culture industry) Adorno and Horkheimer (1992: 120-167)
(mass production)
(standardization)
(mass culture) ()

(fan studies)
(passive) (active)
Textual Poachers: Television Fans & Participatory Culture Henry Jenkins
(1992) (poacher)

180




Jenkins Michel de Certeau
(secondary production)
(stategy)
(tactic)
(de Certeau 1984: xiii-xx)
2 -
-
/
- -





Marcuse

5
()

(
)

181

Adorno and Horkheimer
( )

-
(participartory culture)

182

/


(fans protest)

SEA games 2009 AFF Suzuki cup 2010

www.thailandsusu.com,
www.pantip.com/cafe/supachalasai, www.cheerthaipower.com, www.soccersuck.com
www.cheerballthai.com www.facebook.com
11 .. 2553
250
3
1 10.00 . 19

500

421

410

183
(Thai football supporters association TFSA)1

24 2

6.1 6 2554

6 .. 2554


17 .. 2554
All star TPL All star Japan
(
) 200

1
2

http://www.thailandsusu.com/webboard/index.php?topic=147429 24 2555

184

2554

1


13.00 . 30 ..
2554
200 2

AFC

2551

SCG
PAT

185

6.2 1
2555
3
10 1 ( )
31 .. 2555
PAT

0 1
500 C
1

www.thaiportfc.com/2009/forum/viewtopic.php?f=2&t=14215 23 2555

186

(active
consumer)

187

(
)





2 1
2550-2551 2552




( 2551: 50)

30
2554 ( 5 2553: 13)

188







2554
FB
200,000 2555 SCG
100,000 N-Zone
60,000


12 12
12 2555 S
Yamaha Ultra Stand

189





(new social
movement)

Matt Hills (2002: 27-45)

Adorno (free time spare time)
Free Time The Culture Industry: Selected Essays on
Mass Culture (Adorno 1991: 162-170)


(leisure industry)

190

Adorno Frankfurt
institute for social research
Beatrix Claus von
Amsberg

Adorno

(maturity)

191

192

193
(dominate)

(
)
( )

194

(manga) (animation)
( scanlation fan sub)

195

2547 2547 . :
.

2546 . ,
, , .

2551 :
4. ,
, , .

2551
. , ,
, .

2552 . .
, . 10-105. :
().

2543 . : .

2550 ! ?. 1( 2550): 52-55.

196

197

2552 :
4.
, , .

2548
. , ,
, .
2553 :
.
,
, , .

2546 :
., ,
, .

2545 ..2509-2544.
, , ,
.
,
2552 .... . :
.

2546 : Localism. 2. : -
.

2552 .... 13(

2552): 28-30.

198
2552 !
. 97( 2552): 68-69.

2544 . : .

2549 .. 2445-2475.
, , ,
.

2520 .: .

2552 ! -. Positioning 66
( 2552): 70-79.

2540
. . 15( 2540- 2541): 614.

2553 :
. , ,
, .

2540 . ,
, , .

2552 Localism . Positioning 66( 2552): 92-103.

2551 () .
281( 2551): 136-160.

199

2550 . 28(2): 113-146.

2549 .
, ,
, .

2544 .. 2544. :
.
2554 .. 2554. :
.

2550 ...! ! 100% .. 2009

. 1395(11-17 2550): 98.
2552 +.
1492(20-26 2552): 94-95.
, , , ,

2553
. .

Abercrombie, Nicholas and Brian Longhurst

1998 Audiences: A Sociological Theory of Performance and Imagination.
London: Sage.
Adorno, Theodor
1991 The Culture Industry: Selected Essay on Mass Culture. J.M. Bernstein ed.
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53. (4 2552). . 23-24.
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()




When the Reds go marching in ()
Oh when the Reds, (Oh when the Reds),
Go marching in (go marching in),
Oh when the Reds go marching in,
I wanna be in that number,
Oh when the Reds go marching in
The Blue and gold go marching in ( )
The blue and gold,
Go marching in,
The blue and gold,
Go marching in,
Oh how I want to be in that number,
When the blue and gold go marching In
When the saints go marching in
We are trav'ling in the footsteps
Of those who've gone before,
And we'll all be reunited,
On a new and sunlit shore,
Oh, when the saints go marching in
Oh, when the saints go marching in

218
Lord, how I want to be in that number
When the saints go marching in
And when the sun refuse to shine
And when the sun refuse to shine
Lord, how I want to be in that number
When the sun refuse to shine
And when the moon turns red with blood
And when the moon turns red with blood
Lord, how I want to be in that number
When the moon turns red with blood
Oh, when the trumpet sounds its call
Oh, when the trumpet sounds its call
Lord, how I want to be in that number
When the trumpet sounds its call
Some say this world of trouble,
Is the only one we need,
But I'm waiting for that morning,
When the new world is revealed.
Oh When the new world is revealed
Oh When the new world is revealed
Lord, how I want to be in that number
When the new world is revealed
Oh, when the saints go marching in
Oh, when the saints go marching in
Lord, how I want to be in that number
When the saints go marching in


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2552 :
. 3(7): 61-67.
2553 :
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9 -. 68-98.
: ().
2553 Fans, Bloggers, and Gamers: Exploring Participatory Culture [2006]
. 4(3): 66-72.
2554 : .

10 2553. 449-479. :
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2555 () .
: . ,
. 110-118. : .

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