Visual identity in digital sport fandom: a data-driven framework for identity transformation
研究了数字平台如何塑造体育迷身份的构建与表达，基于韩国棒球联赛的Instagram帖子分析，提出了视觉身份转型框架，对体育组织和学者理解数字时代的粉丝行为有参考价值。
Research Questions The study examines how digital platforms shape the construction and expression of sport fan identities within visually mediated and data-driven online environments. It addresses three key questions: (1) How do fan-generated images on Instagram reflect emerging forms of identity construction that extend beyond traditional sport fandom frameworks? (2) What mechanisms underpin the identity expressions in visual, platform-based contexts? (3) How can the mechanisms contribute to the refinement of existing identity theories in sport management?Research Methods The analysis draws on 355,043 fan-generated Instagram posts from Korean Baseball Organization (KBO) games collected between January and June 2023. A multi-stage visual analysis was conducted, in which images collected via team and venue hashtags were processed using the Google Cloud Vision API and validated with deep learning models (ResNet-50 and VGG16) alongside expert review. Semantic clustering, statistical analysis, and interpretive coding were employed to identify identity patterns and to develop the Visual Identity Transformation (VIT) Framework.Results and Findings The findings reveal three interrelated mechanisms of digital fan identity formation: Environmentally Anchored Identity, grounded in spatial and collective expressions of fandom; Materially Embedded Identity, shaped by tangible symbols and performative practices; and Spatially Integrated Identity, which connects spatial and temporal dimensions to construct continuous narratives. The mechanisms extend and adapt existing theories of narrative identity, performative identity, and place attachment to visual and platform-based contexts. The results also highlight the cultural specificity of KBO fandom and highlight the need for comparative research to test the framework across diverse cultural and sporting settings.Implications The study advances theoretical understanding of sport fan identity as a visually mediated and platform-dependent phenomenon. It provides a conceptual foundation for future cross-context research and offers practical insights for sport organizations seeking to engage audiences and build brand communities within visual and algorithmically driven media environments.