31 (1) - 2555

* :

( 2555)

3
, ,

abstract

The article aims to investigate a wide range of activities

created and performed by fans of Thailand s 3 most
prominent football clubs: 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.
The Thai football fans are not only the passive audiences, but
also the active consumers and producers of the football
spectacles. Football fans, in this regard, play pivotal roles in
producing the cheering materials, creating off-the-pitchactivities, as well as consuming and enjoying them along with
the sport event. These activities and practices construct fan
culture as the participatory one. The fan culture, therefore, is
interactionary and participatory allowing both the sport and
the fans to interact and grow together as indispensable part
of this athletic event.

71

(
)


, , 1 2553
2555

.. 2509
( 2545)
.. 2552
2551
(-)
2552 ( ) 1,936
( - ) 4,904 2

984,000 ( 2552, 70-79)

1
2

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

72

2552-2555

() ()
() ()
()

2552

2553

984,000

1,132,057

1,399,094

1,475,769

4,100

4,717

4,572

4,823

50

60-100

80-100

100-120

()

50 63,682,858
()


()

24

35,125,173

250

500

2554

2555

100,625,503 119,025,040
56,774,962

52,702,135

1,000 > 1,000

2552
4




2552

2552

3 (.; .) (2552,

70-79)


4 1 2

3 120

73

2555 2552



5

(mass culture)

( 2540, 6-14)

(Frankfurt school) (culture industry)
Theodor Adorno and Max Horkheimer (1992, 120-167)

(one-dimensional man) Herbert Marcuse

(1964)

(false consciousness)

5

14 .. 2536
1-0 1-2

74

3



N-zone
The Sh@rk Power

(
)




Michel de Certeau
/ (secondary production)
(ways of using)
(de Certeau1984, xi-xiii)6

6 de Certeau

(speech act)

75

(fan)
(fan studies) (stigma)
- fan fanatic
fanaticus
(temple servant) (devotee)

fan 19

(Jenkins 1992, 12)

Cornel Sandvoss (2005, 2-3)
(popular culture)

(passive consumer)
(active consumer)

(langue) (parole)

de Certeau (strategy)

(tactic)

76

7

(Hill 2002, 31-32)
Textual Poachers: Television
Fans & Participatory Culture Henry Jenkins (1992)
de Certeau (1984, 165-176)
(poaching) -

Jenkins
de Certeau

(peasant)
Jenkins
( de Certeau)
(fan community)


Jenkins (1992)

(fanzine)8 (fanfic fan fiction)9 (fan music video)

7 Henry Jenkins (1992) Sandvoss (2005)

8

77

Jenkins
textual
poacher ()


10

:
The Sh@rk Power

The Sh@rk Power

10

(manga)

dojinshi ()
scanlation

78

/

( )

N-zone

N-zone

The Sh@rk Power
The Sh@rk Power

(community)
19
1980

79

(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)

:



2

2
2
When Saturday comes

home
2

1-2

80

-




.

2 W S

E N N Zone
.9 .
.9

1-2

-


1-2






C
B C -

81

2-3

1-2


10-20%

2-3

2

82

CRAZY_MAN

83

1-2

: 11




(web forum
webboard)

11

:
( 2556, 173-198)

84

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




(group) (www.facebook.com)

()

(weekend-only world)
(Jenkins 1992, 280-281)

85

(mailing list)

- (
)

86

N-zone The Sh@rk Power

12

Pierre Bourdieu (1986, 241258)

3
(economic capital) (cultural capital)

12

(2553) :

87

(social capital)

22

()
( )
(
)


-




3

88

de Certeau (1984, xiii)

13
(
)

Blueshark

KlongtoeyTV
Ultra TV Ultra radio

13

89

1: ()

14

(citizen
journalist)


15

14 e-zine


Ultra magazine 2-3

15

90

2: Thaiport Importz

Thaiport Importz
12
Frosty

-


280

91

3:

16

16 :

0-0 !!! 21 2556. www.thailandsusu.com/
webboard/index.php/topic,164883.0

92

2554

(football chant)

90

(www.youtube.com)


CRAZY_MAN

93

1-5 1-2

The Sh@rk Power

4:

1-1.5


The Sh@rk Power

94

17

Adorno and Horkheimer (1992, 120-167)

(standardization) (mass production)

(amateur)

(sublimate)
(repress)
(pseudo individuality)

()

17

..2544
www.cheerthaipower.com

,

2556

95

( )

96

Adorno and Horkheimer (1992, 120-167)

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

(one-dimensional thought)

97

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
20 ..2553

CRAZY_MAN


True (
-)

98

5:

18

2553 2554

18

21 2556. www.thailandsusu.com/webboard/index.php/
topic,113240.100

99

(
)

(
)

100

Marcuse (1964)

(
)

Adorno

101

and Horkheimer (1992, 120-167)

(participatory
culture)

:


Free Time The Culture Industry: Selected Essays on
Mass Culture Adorno Frankfurt Institute for
Social Research ( )

Beatrix Claus von Amsberg

Adorno

(Adorno 1991, 162-170)

102

de Certeau

(active consumer)

19 ..2553
500
17 ..2554
200

31 ..2555
500

103

2010 -. . 18 2553: 1, 13.
. 2545. .. 2509-2544.
.
18 . . 24 2554: 1, 16.
16 100 . . 25 2554: 1, 13.
. 18 . . 21 2555: 1, 2, 7.
. 2552. ! -. Positioning 66
(): 70-79.
. 2540.
. 15 ( 2540- 2541): 6-14.
. 2553. :

. .
. 2555. : .
.
. 2556. :
. 6 (3, -): 173-198.


Adorno, Theodor. 1991. The Culture Industry: Selected Essay on Mass Culture. Edited by J.M.
Bernstein. London: Routledge.
Adorno, Theodor and Max Horkheimer 1992. Dialectic of Enlightenment. Translated by John
Cumming. London: Verso.
Anderson, Benedict . 1983. Imagined Communities: Reflections on the Origin and Spread of
Nationalism. London: Verso.
Bourdieu, Pierre 1986 The Form of Capital. In Handbook of Theory and Research for the
Sociology of Education, edited by John Richardson, 241-258. Westport, CT: Greenwood.
de Certeau, Michel. 1984. The Practice of Everyday Life. Translated by Steven Rendall. Berkeley:
University of California Press.
Delanty, Gerard. 2010 [2003]. Community. 2nd ed. London: Routledge.

104

Hills, Matt. 2002. Fan Cultures. London: Routledge.

Jenkins, Henry. 1992. Textual Poachers: Television Fans & Participatory Culture. London: Routledge.
Marcuse, Herbert. 1964. One-Dimensional Man: Studies in the Ideology of Advanced Industrial
Society. London: Routledge.
Sandvoss, Cornel. 2005. Fans: The Mirror of Consumption. Cambridge: Polity Press.


. 2553. .
21 2556. www.thailandsusu.com/webboard/index.php/topic,113240.100
. 2554. : 0-0

!!!. 21 2556. www.thailandsusu.com/webboard/index.php/

topic,164883.0
. .. ,
SPONSOR THAI PREMIRE LEAGUE 2011. 21 2556. http://
www.thaipremierleague.co.th/userfiles/tpl_att_2011.pdf
. .. ,
SPONSOR THAI PREMIRE LEAGUE 2012. 21 2556. http://
www.thaipremierleague.co.th/Ticket-TPL-2012.pdf