An examination of NHL fans' reactions to the cancelled 2004-2005 season

AN EXAMINATION OF NHL FANS' REACTIONS TO THE CANCELLED 2004- 2005 SEASON Chad Asselstine Faculty of Applied Health Sciences, Brock University Gary Bettman, the Commissioner of the National Hockey League (NHL) stepped in front of the worldwide media on February 16, 2005 to announce that there would be no NHL games played during the 2004-2005 season. Two sides were prominent during the labour dispute; the NHL owners and the NHLP A, however a third side that became the forgotten party was the fans (NHLF A, 2005). The fans are the consumers of the NHL and all the brands associated with its franchises, they are the people who provide the revenues that allow owners to pay the players' salaries. The present study is situated within the sport marketing framework, particularly within the fan loyalty literature to provide an understanding of the impact of the 2004- 2005 lockout on the forgotten party, NHL fans. This study examines 16 fans' experiences in four stages: becoming a fan of the NHL, being a fan prior to the lockout, being a fan during the lockout including their anticipated reaction to the return of the NHL, and their actual reaction to the return of the NHL. Data was collected using face-to-face interviews with each ofthe participants, resulting in 16 fans' stories of how the lockout impacted them specifically. Through analysis of the data themes began to emerge including the fans' understanding that there was a need to restructure game play, the business operations of the NHL, a desire for service recovery strategies which would exceed fans' expectations, 4 and the desire for alternative forms of consumption including alternative hockey leagues as well as the growing popularity of poker playing. The study summarizes the effects that the NHL lockout had on the relationship between 16 individual fan~ and their favourite teams, and concludes with Suggestions for Future Research and Implications for Sport Marketers that emerged from this unique case in the history of North American professional sport.

A Study of Nonfans and Fans of the National Lacrosse League's Edmonton Rush

The National Lacrosse League (NLL) is floundering. In an attempt to understand why NLL fans attend games and other sport fans do not, the NLL’s Edmonton Rush were studied. To best address the NLL’s attendance woes, two primary research questions were developed: 1) Why do fans of the Oilers and Oil Kings choose not to attend Edmonton Rush games? 2) Why do fans of the Edmonton Rush attend games? To answer these questions an online focus group along with a document analysis of Rush media, and a telephone interview were used to collect data. The data collection methods mentioned above assisted in answering the primary and secondary research questions, which allowed three major themes along with sub-themes to inductively emerge. The nonfans of the Rush do not attend Rush games because of the connection they have with hockey and the disconnection they have with lacrosse, some are simply not interested or were not entertained, as well as the lack of exposure the Rush receive. The Rush fan participants attend Rush games because of Edmonton community pride, the entertainment value they get out of attending a game, it is a great alternative new sport experience and it either is a substitute or a compliment to hockey. Both the nonfan and fan participants of this study believe that different marketing approaches can be utilized in order to attract nonfans to attend games.

A Study of Female Sport Fans with Respect to Fantasy Sport Participation

Female sport fans make up ~40% of all North American big league sport fans. However, female sport fans make up only 20% of all fantasy sport participants. This study asked: why is there an under-representation of female participation in fantasy sports? In order to answer this question, 35 female sport fans who do not participate in fantasy sports were separated into five focus groups to provide the data necessary for this study. Seven themes emerged to explain why there is an under-representation of female participation in fantasy sports: lack of time, their friends do not play, negative associations, control versus escape, sport statistics, team versus player allegiances, and males acting as gatekeepers. Finally, four recommendations were made for those marketing fantasy sports to female sport fans: increase the overall awareness of fantasy sports, promote the social aspects of fantasy sports, streamline fantasy sports, and promote the ease of use.

Righteous sounds and reproductive justice : the influence of Ani DiFranco's music for reproductive rights activists

In this thesis, I explore how the folk-rock music of Ani DiFranco has influenced the activist commitments, sensibilities, and activities of reproductive rights activists. My interest in the relation of popular music to social movements is informed by the work of Simon Frith (1987, 1996a, 1996b), Rob Rosenthal (2001), and Ann Savage (2003). Frith argues that popular music is an important contributor to personal identity and the ways that listeners see the world. Savage (2003) writes that fans develop a unique relationship with feminist/political music, and Rosenthal (2001) argues that popular music can be an important factor in building social movements. I use these arguments to ask what the influence of Ani DiFranco's music has been for reproductive rights activists who are her fans. I conducted in-depth interviews with ten reproductive rights activists who are fans of Ani DiFranco's music. All ten are women in their twenties and thirties living in Ontario or New York. Each has been listening to DiFranco's music for between two and fifteen years, and has considered herself a reproductive rights activist for between eighteen months and twenty years. I examine these women's narratives of their relationships with Ani DiFranco's music and their activist experience through the interconnected lenses of identity, consciousness, and practice. Listening to Ani DiFranco's music affects the fluid ways these women understand their identities as women, as feminists, and in solidarity with others. I draw on Freire's (1970) understanding of conscientization to consider the role that Ani's music has played in heightening women's awareness about reproductive rights issues. The feeling of solidarity with other (both real and perceived) activist fans gives them more confidence that they can make a difference in overcoming social injustice. They believe that Ani's music encourages productive anger, which in turn fuels their passion to take action to make change. Women use Ani's music deliberately for energy and encouragement in their continued activism, and find that it continues to resonate with their evolving identities as women, feminists, and activists. My study builds on those of Rosenthal (2001) and Savage (2003) by focusing on one artist and activists in one social movement. The characteristics of Ani DiFranco, her fan base, and the reproductive rights movement allow new understanding of the ways that female fans who are members of a female-dominated feminist movement interact with the music of a popular independent female artist.

The sedimentology of the Bloomington fan complex: an element of the Oak Ridges Moraine, Southern Ontario

The Oak Ridges Moraine is a major physiographic feature of south-central Ontario, extending from Rice Lake westward to the Niagara Escarpment. While much previous work has largely postulated a relatively simple the origin of the moraine, recent investigations have concentrated on delineating the discernible glacigenic deposits (or landform architectural elements) which comprise the complex mosaic of the Oak Ridges Moraine. This study investigates the sedimentology of the Bloomington fan complex, one of the oldest elements of the Oak Ridges Moraine. The main sediment body of the Bloomington fan complex was deposited during early stages of the formation of the Oak Ridges Moraine, when the ice subdivided, and formed a confined, interlobate lake basin between the northern and southern lobes. Deposition from several conduits produced a fan complex characterized by multiple, laterally overlapping, fan bodies. It appears that the fans were active sequentially in an eastward direction, until the formation of the Bloomington fan complex was dominated by the largest fan fed by a conduit near the northeastern margin of the deposit. Following deposition of the fan complex, the northern and southern ice margins continued to retreat, opening drainage outlets to the west and causing water levels to drop in the lake basin. Glaciofluvial sediment was deposited at this time, cutting into the underlying fan complex. Re-advancing northern ice then closed westerly outlets, and caused water levels to increase, initiating the re-advance of the southern ice. As the southern ice approached the Bloomington fan, it deposited an ice-marginal sediment complex consisting of glacigenic sediment gravity flows, and glaciolacustrine and glaciofluvial sediments exhibiting north and northwesterly paleocurrents. Continued advance of the southern ice, overriding the fan complex, ii produced large-scale glaciotectonic deformation structures, and deposited the Halton Till. The subaqueous fan depositional model that is postulated for the Bloomington fan complex differs from published models due to the complex facies associations produced by the multiple conduit sources of sediment feeding the fans. The fluctuating northern and southern ice margins, which moved across the study area in opposite directions, controlled the water level in the interlobate basin and caused major changes in depositional environments. The influence of these two lobes also caused deposition from two distinct source directions. Finally, erosion, deposition, and deformation of the deposit with the readvance of the southern ice contributed further to the complexity of the Bloomington fan complex.

"I'm Your Biggest Fan, I'll Follow You ... " Lady Gaga, Little Monsters and the Religious Dimension of Fandom in Pop Music

This thesis examines the religious dimension of fandom in popular music, taking as an object of reflection Lady Gaga and her fans. I combine fan studies with theories of immanence as well as Deleuze and Guattari's notion of the process of becoming, and provide a theoretical reading of the relationship between Lady Gaga and her most fervent fans, the 'little monsters.' Both fandom and religion promise a stable sense of identity and authentic community to devotees. Performing deconstructive discourse analysis on three of Lady Gaga's music videos, I demonstrate how fandom, like organized religion, can simultaneously be an emancipatory practice and a practice that seeks to deny individual subjects their agency. This thesis provides a new theoretical framework for understanding fandom, and illustrates how the purported benefits of both fandom and religion can only be gained when the figureheads of each group are symbolically destroyed by the members themselves.

When the Beautiful Game Turns Ugly: A Study of Fan Experiences of Perceived Match Fixing in Soccer

Limited academic attention has been given to the nexus between corruption in soccer and its impact on fandom. Consequently, the purpose of this qualitative study was to better understand the lived experiences of highly identified soccer fanatics living through this era of match fixing in the sport. Social networking site Twitter was utilized to recruit participants from three continents – Africa, Europe, and North America – based on submissions to the site in response to a perceived fix from a high-profile March, 2013 match. A total of 12 semi-structured interviews were conducted with highly identified soccer fans in accordance with Funk and James’ (2001) Psychological Continuum Model (PCM). Despite the majority of participants feeling skepticism about the purity of soccer today, half of the participants’ fandom remained unchanged in the face of perceived match fixing. Directions for future research and recommendations are considered and discussed.