I am distinctive when I belong: meeting the need for optimal distinctiveness through team identification

Abstract

The development of stronger team identity has previously been explained through the social identity aspect of belonging. Although this has contributed much to our understanding of sport fans, it has neglected an alternate explanation for team identity, specifically the search for distinctiveness. How then do fans develop stronger team identity by 'standing out' as opposed to 'fitting in'? This paper provides evidence of seven identity management strategies used by fans with a strong psychological connection to their chosen team. Saturation sampling was employed to interview 29 South African rugby union fans via semi-structured interviews, followed by a directed approach to content analysis. The results contribute a stronger explanation of how the psychological need for optimal distinctiveness functions within the attachment process towards stronger fan loyalty, and provides a more complete explanation for the way in which fans can 'stand out' while still belonging.

The positive and negative impacts of social and personal self-categorizations on sport fans' experience

“…Previous studies have shown that fans seek distinctiveness via specific subgroup identities because identifying at the superordinate level alone may be insufficient in terms of providing optimal distinctiveness (Lock and Funk, 2016). Following Goldman et al (2016), the current study extends the argument that fan distinctiveness applies only to those who are not members of a TSC or to members of a specific subgroup, providing a more complete explanation of the way in which fans can stand out while still belonging. Various studies have shown that both positive (e.g.…”

“…Nevertheless, Goldman et al (2016) have pointed out that while research on the quest for belonging has greatly enriched our understanding of sport fans' emotions, thoughts and behaviours, it has not yet provided an alternative explanation for team identity, specifically the quest for distinctiveness. Indeed, the context of sport fandom represents a setting that allows individuals to exercise their impulses for both separation from and connectedness to the group.…”

Identity crisis: a theoretical analysis of ‘team identification’ research

“…Social context. Activation can also stem from identification with small groups or entities that are strongly differentiated from the mainstream (Goldman, Chadwick, Funk, & Wocke, 2016). In this example, group identities become salient because they offer distinctiveness in relation to other actors or groups in a social context (Forehand et al, 2002).…”

“…Furthermore, while we focus on future uses of identity theory and the social identity approach, it seems necessary to state that these approaches are poorly equipped to frame the competing needs for distinctiveness and belonging that sit between and around role and group identification. There is a nascent body of research on this subject in sport (Andrijiw and Hyatt, 2009;Goldman et al, 2016) that, in addition to our purpose here, provides a framework to explore the complex relations between individual, role, and group identities in the future.…”

International Tourist’s Perception of the Destination Image: A Study Applied to Luanda, Angola

“…In response to a heightened need for inclusion or differentiation, individuals engage processes such as emotional and trait self-stereotyping, altering judgments of group memberships, perceptions of consensus, and social comparison (Goldman et al, 2016). The optimal distinction can be defined as the level of freedom to remain different while still being part of the group's identity (Zenker et al, 2017).…”