A study of how a Community Sports Trust communicates with football supporters - A case study of Brentford Community Sports Trust
Authors
Neigaard, Tobias Gaarde ; Guldborg, David
Term
4. term
Publication year
2022
Submitted on
2022-10-07
Pages
103
Abstract
This thesis investigates why Brentford F.C. supporters show limited interest in the Brentford Community Sports Trust’s (CST) online content and how the CST can better meet supporters’ expectations. Using a mixed-methods case study, the authors combine a focus group with Brentford fans, an interview with the CST’s Head of Marketing and Promotions, a stakeholder analysis using Mitchell, Agle and Wood’s salience model, a brief content analysis of Facebook, Instagram, Twitter and newsletters (Krippendorff), and a survey of 144 supporters interpreted through Uses and Gratifications theory (Sundar and Limperos). Findings indicate that supporters feel overlooked and that, internally, the CST has not treated fans as a particularly important stakeholder, even though the salience analysis classifies them as a Dominant stakeholder for external communication. The content analysis suggests current posts are rarely tailored to fans, and the U&G survey identifies five key gratifications fans seek across platforms: community-building, discussion/debate, information, entertainment and identity. The study concludes there is a mismatch between what fans want and what the CST provides, and recommends aligning content and platform choices with these gratifications to strengthen engagement.
Dette speciale undersøger, hvorfor Brentford F.C.-tilhængere viser begrænset interesse for Brentford Community Sports Trusts (CST) online indhold, og hvordan CST bedre kan imødekomme deres forventninger. Gennem et mixed-methods casestudie kombinerer forfatterne en fokusgruppe med Brentford-fans, et interview med CST’s Head of Marketing and Promotions, en stakeholderanalyse med Mitchell, Agle og Woods saliensmodel, en kort indholdsanalyse af Facebook, Instagram, Twitter og nyhedsbreve (Krippendorff) samt en spørgeskemaundersøgelse blandt 144 tilhængere fortolket via Uses and Gratifications-teorien (Sundar og Limperos). Resultaterne viser, at fans i nogen grad føler sig overset af den nuværende kommunikation, og at CST internt ikke har anset fans som en særligt vigtig interessent, selv om saliensanalysen klassificerer dem som en dominerende interessent i den eksterne kommunikation. Indholdanalysen antyder, at de nuværende opslag sjældent er målrettet fans, og U&G-undersøgelsen identificerer fem centrale gratifikationer, som fans søger på tværs af platforme: fællesskab, diskussion/debat, information, underholdning og identitet. Specialet konkluderer, at der er et mis-match mellem det, fans ønsker, og det, CST leverer, og anbefaler at afstemme indhold og platformvalg med disse gratifikationer for at styrke engagementet.
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