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Revolution of the Modern Sports Fan explores the elements of the sports fan that have markedly changed in the past few years. Inherent within these investigations is the role of communication in a multitude of forms (mediated, relational, etc.) as the prototypical sports fan has most heavily shifted within this domain. From the advent of social media to the rise of fantasy sport to the increased media platforms in which to consume sport, the sports fan has never had more options for consumption-and for the rendering of one's opinions. As such, Revolution of the Modern Sports Fan offers an opportunity to advance what we now know about American sports fandom as well as the ability to debunk what scholars thought they knew about sports fandom that has now shifted.
Kenon A. Brown is associate professor and Reese Phifer Fellow in the Department of Advertising and Public Relations at the University of Alabama.
Andrew C. Billings is executive director of the Alabama Program in Sports Communication and Ronald Reagan Chair of Broadcasting in the Department of Journalism & Creative Media at the University of Alabama.
Melvin Lewis is assistant professor in the Department of Human Nutrition and Hospitality Management and Fellow of the Alabama Program in Sports Communication at The University of Alabama.
Table of Contents
Acknowledgments
Introduction Eccentric Yet Conforming, Irrational Yet Predictable: Anatomy of the Hyper Mediated Sports Fan
Kenon A. Brown, Andrew C. Billings and Melvin Lewis
Unit I: Antecedents and Outcomes of Fan Behavior
Chapter 1 The Origins of Sport Fanship: Delineating Tipping Point Sports Identity Factors
J.C. Abdallah, Andrew C. Billings, Zachary W. Arth and Samuel D. Hakim
Chapter 2 National Basketball Association (NBA) Social Platform Fan Desires: Attitudinal and Behavioral Intentions
Melvin Lewis, Kenon A. Brown, Andrew C. Billings and Bumsoo Park
Chapter 3 Shaping the Shield: Exploring the Impact of Fan Attachment and Consumption towards the Perception of the NFL Brand
Kenon A. Brown, Melvin Lewis, Andrew C. Billings and Bumsoo Park
Chapter 4 Loyalty and Locality: Contrasting Sport Fan Behaviors in the United States and China
Sitong Guo and Andrew C. Billings
Unit II: Media Impact on Building Fan Behavior
Chapter 5 Resource Dependen
