THE PROCESS OF SUPPORTER GROUP FORMATION UNDER THE CONSTRUCTION OF LOCALISM IN NAKORN RATCHASIMA MAZDA FC

Abstract

This study examines the structure of supporter groups and the mechanisms of social network formation among supporters of a local football club. This qualitative research employed content analysis and socio-anthropological research methods to investigate the social phenomena surrounding football supporter groups. Data were collected through documentary research and in-depth information obtained from key informants, including supporter group leaders and representatives of Nakhon Ratchasima Mazda FC supporter groups, along with non-participant observation. The collected data were analyzed using thematic analysis.

The findings revealed that:

1) the formation of supporter groups originated from the Maew Phee Sad Wat Bun group, emerged through an informal establishment without clearly defined official roles. However, they shared responsibilities collectively among members, and

2) in terms of the construction of local identity, the Maew Phee Sad Wat Bun group utilized football-related activities to express a sense of belonging and solidarity. They also reinforced the image of being a “team from Korat” through team uniforms, the club’s signature orange color, and the club’s official chant, Nakhon Ratchasima FC.