FOOTBALL AND ACTIVISM ON SOCIAL MEDIA The Role of Fans in Identity and Social Values Construction

Abstract

The global cultural phenomenon of football exerts a profound influence on the promotion of social values. This study examines how teams' followers, perceived as countercultural, utilise social media to convey messages of diversity and inclusion. The objective is to demonstrate, through a content analysis, how club supporters such as St. Pauli, Celtic and Rayo Vallecano engage in activism on X, Instagram, and TikTok. In an environment where major football conglomerates prioritize financial gain, fan profiles can promote messages of integration and plurality. The combination of passion and social values inherent to football can drive positive change.