ABSTRACT
This chapter analyses the way in which Norwich City fans negotiate their identity, engaging in ‘exception readings’ with the family culture of their club. It argues that Norwich fans constitute their identity in relation to their different consumer needs as fans. The chapter also argues that the different needs of the fans correspond to their identification with the club’s family culture and, importantly, their desire to frame themselves as a specific type of fan. It deals with the Snake Pit rejects the club’s official anthems to promote their own collective identity. It is significant that the Snake Pit seemed desperate for their transgressions to be acknowledged by the club’s family fan groups. Cup games usually function as entry-level games for new fans, providing those without season tickets rare opportunities to attend live matches. The fans demonstrate that they are active in their consumption, using the culture of the club as a conduit to address their individual consumer needs.
