M. Tech. Marketing

M.A. (Fundamental Communications) / This research study investigated different practices defining and yet differentiating soccer supporters in various parts of Johannesburg. It highlights the major converging and diverging practices of the fanatics when communicating within the same and with different groups, publicly united by the objective of watching soccer. Participant observations and in-depth interviews were the two major techniques used to gather data which was thematically and comparatively analysed. While the foundational goal of the research were significant communication practices amongst soccer fans, findings from the study were more skewed towards diversity in socio-cultural attributes as evident amongst the fans the researcher engaged with. These were encountered at public places where soccer lovers from the north, south and central Johannesburg get together. There were Zambian, Zimbabwean and the dominant South African amongst the different groups of soccer fans. There were men and women speaking the English language in diverse accents with some even seeking pardon for diluting it with their native languages. Soccer teams that they support such as Kaizer Chiefs, Orlando Pirates and Mamelodi Sundowns from South Africa, as well as English and Spanish teams in Liverpool and Barcelona respectively, all exemplified multiplicity. The neighbourhood, within which each PVA is located, where individuals converge at Maponya Mall, Rosebank Bowling Club, Joubert City Park, Dollars Pub & Restaurant in Berea, and Mbanjwa.s Place in Naturena, south of Johannesburg, also determined the kinds of fans the researcher encountered, and the way they converged and/or diverged in their communication.