ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in the preceding chapters of this book. The book begins with the premise that consumer fans are trapped within the discourse of representation. It argues that agents of the game’s capitalism position consumer fans positively as consumers, in which their fandom is presented as something to be garnered from a transaction. The book shows that the fans’ understanding of the culture of the club and the way in which the club are perceived within football culture motivates them to enact fan identities that challenge the expectations of them upheld within football culture. It outlines how fans construct their identity in negotiation of their status as consumers. The book aims to explicate the nuances of identity within contemporary football culture, exploring the ways in which different agents influence fans’ expectations of how they should constitute their identity as a specific type of fan.
