COMMUNICATION, POWER NEGOTIATION AND IDENTITY CREATION OF DIASPORA PEOPLE IN LOCAL FOOTBALL CULTURE AREA: A CASE STUDY OF NAKHON RATCHASIMA MAZDA FC. AND BURIRAM UNITED

การสื่อสารกับการต่อรองอำนาจและการสร้างอัตลักษณ์ของคนพลัดถิ่นในพื้นที่วัฒนธรรมฟุตบอลท้องถิ่น:ศึกษากรณีสโมสรนครราชสีมา มาสด้า เอฟซี และบุรีรัมย์ ยูไนเต็ด

Abstract

This article was objected to present the cultural change situation via communication in local football culture.  It also expresses the interaction between global and local culture in the globalization society. Globalization has social impacts on the ethnos capes. The research then was objected to study 1) the communication patterns and local culture in local football culture area, 2) the construction of diaspora football fans in local football culture area, and 3) the communication for diaspora people’s identity construction and maintenance in local football culture area. The qualitative methodology was concluded the study by documentary research, participant observation, non-participant observation and in-depth interview. Data was collecting from diaspora fans samples by structured interviewing and observing form for narrative and discussion. The results were 1) between diaspora fans with Thai fans there was no difference of communication patterns and communication usage of communication tools.  Thais used more tools than the diaspora football fans did. The local culture was the elements which created the local football club identity, 2) parting from success of the team, the factor that changed the football fans to become the supporters was the personal medium; wives and friends, and 3) the communication used for the new identity construction and maintenance was expressed by cheering.  It was a Hybridization creating their new identity.