A few weeks ago, the Sydney Swans unveiled their new marketing video for 2021:
Our Club was born from hard work, grit and a relentless drive for success.
— Sydney Swans (@sydneyswans) November 18, 2020
Today the next chapter begins.
Everyone who is proud to call themselves part of the Bloods has reason to be excited about the future. pic.twitter.com/rLGccVpTS2
Firstly, I like the video. It's well made, and I don't think it's too naff.
I also like how the Swans are trying to change the narrative about themselves. I think there is a perception that the Swans fans, and to a lesser degree the players and the club, are seen as being the theatre-going, champagne set, who don't know anything about the history of the club, and are only interested in following the fortunes of the team as long as they are winning.
I also find it uncanny how the Swans, in attempting to shift the narrative in this direction, are a lot more closely aligned with my own value system, and what I choose to see in the club, which can then be reflected back onto myself through my fandom.
It's very close to what I discussed about Sandvoss's look at fandom, and my own experiement where I attempted to identify the value system I wanted relfected back to me through my own fandom of the Swans. What I found was that I identify with particular types of paleyers, specifically those players:
“such as Jarred McVeigh, Brett Kirk, and especially
Paul Kelly. I would categorise these players as tough, gritty, hard workers who
are humble and do not seek admiration. This is what I like to try and think
about myself. And when the Swans have been most successful, this is what they
have been known for – unrelenting tackle pressure, team before individual, no
'dickheads' policy.”
Amazing! The Swans have tried to build a narrative in this direction - well, that's the reading I get from the video anyway.
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