Exploring Athletic Club de Bilbao's Communication: Philosophy, Identity, and Fan´s Community

• Aurrekoetxea-Casaus, Maite ^[1] ; Sanchez Mencia, Eneko ^[1] ; Hernandez-Simal, Lander ^[1]
  1. [1] Universidad de Deusto

     Universidad de Deusto

     Bilbao, España

     
• Localización: CIC: Cuadernos de información y comunicación, ISSN-e 1988-4001, ISSN 1135-7991, Nº 29, 2024 (Ejemplar dedicado a: Monográfico: Paisajes urbanos en la era de la comunicación (acerca de la comunicación urbana)), págs. 117-131
• Idioma: inglés
• DOI: 10.5209/ciyc.95737
• Títulos paralelos:
  • Explorando la comunicación del Athletic Club de Bilbao: Filosofía, identidad y comunidad de fans
• Enlaces
  • Texto completo
• Resumen
  • español

    Los equipos de fútbol profesional operan hoy en día en un contexto globalizado en el que las estrategias de comunicación son cruciales para fortalecer los lazos con sus seguidores. El objetivo de esta investigación fue explorar las tácticas de comunicación de un equipo de fútbol mediante el análisis de 15 vídeos documentales del canal oficial de YouTube del Athletic Club de Bilbao, un equipo de fútbol con una política de captación única en el mundo del fútbol y a menudo tachada de anacrónica. A través de una metodología cualitativa, el análisis temático y el uso de Atlas.ti 23, los resultados revelaron que las tácticas de comunicación del club de fútbol consisten en presentar una narrativa contemporánea en sus vídeos documentales que abarca la diversidad lingüística y cultural de la sociedad vasca, mezclando el localismo con el cosmopolitismo. Estos resultados sugieren que los aficionados del Athletic Club experimentan una sensación de distinción y exclusividad en comparación con otros equipos y aficionados de todo el mundo, trascendiendo los límites geográficos de su ciudad.

     

  • English

    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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