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본 연구는 2002년과 2006년‘붉은 악마’의 길거리응원을 소비행위의 관점에서 분석하였고, 독일과 한국에서의 길 거리응원을 비교하였으며, 축구팬들의 응원행태를 국가별로 비교하였다. 이를 위하여 본 연구는 길거리응원 및 축구 팬 커뮤니티에 관한 2차 자료를 수집하였고, ‘붉은 악마’운영진을 심층적으로 면접하였으며, 길거리와 경기장에서 의 응원을 참여 관찰하였다. 이들 자료를 종합 분석한 결과는 다음과 같다. 첫째, 본 연구는‘붉은 악마’의 발전과정과 그 과정에서의 주요 이벤트를 정리하였고, 길거리응원의 개요로 응원 장소, 응원복과응원의방식,‘ 붉은악마’의구성체계등을기술하였다. 본연구는2002년월드컵에서의길거리응원 을 하나의 거의 모든 국민이 자발적으로 참여한 사회적인 운동(social movement) 또는 문화적 축제(cultural festival)로 해석하였고, 이러한 축제에 내포되어 있는 핵심적인 소비가치들로, 일체감, 애국심, 놀이적 가치, 주인공 의식, 구성원 지위의 역전 등이 발견되었다. 둘째, 본 연구는 2002년과 2006년 길거리응원을 비교하였고, 독일과 한국에서의 길거리응원을 비교 분석하였다. 2006년 한국에서의 길거리응원은 상업성이 가미되면서, 질서 의식과 공동체 의식이 낮아졌고, 참가자들의 역할이 주인공에서 관람자로 변화된 것으로 분석되었다. 셋째, 본 연구는 독일에서의 한국 응원단, 프랑스 응원단 및 스위스 응원단의 응원행태를 분석하여 참여 동기, 집 단주의 성향, 국가관 등의 차이를 발견하였고, 그 배경에는 팬 커뮤니티 및 문화적 가치가 자리 잡고 있는 것으로 분 석되었다. 이러한 연구결과를 바탕으로 본 연구는 커뮤니티의 발전과정, 새로운 규범의 형성과정, 각국의 문화적 가치가 소 비행위에 반영되는 형식 등에 관한 시사점을 제시하였고, 그에 따른 향후 연구 과제를 제시하였다.


This study analyzed red devils’ roadside support from a consumption perspective, compared roadside supports in Korea with those in Germany, and analyzed supporting activities at World Cup stadium by countries. For this purpose, this study collected secondary data about roadside supports and soccer fan community, conducted in-depth interviews with executive members of Red Devils, conducted participant observation about roadside supports, and conducted personal interviews with soccer fans at stadium. This study synthetically analyzed these data and described three major themes. First, this study summarized the development process of red devils, analyzed types and instruments of cheering acts, and introduced organizational structure of the community. Based on these finding, we interpreted roadside supports as a social movement or cultural festival participated by most of Koreans, and we found that this festival carried key consumption values such as unity, self-respect, fun, and heroism. Second, we compared 2002 and 2006 roadside supports, analyzed 2006 roadside supports by countries(in Korea vs, in Germany). We found that order and group consciousness in 2006 roadside supports were decreased in 2006, and participants took a role of audiences at roadside supports rather than heroes, because the events were more commercialized in 2006. On the other hand, we found differences in soccer fans’ cheering activities, participation motives and collusive behavioral patterns by countries. Based on these findings, we discussed managerial and theoretical implications, and suggested future research directions about community development process and relationship between cultural value and consumption behaviors.


This study analyzed red devils’ roadside support from a consumption perspective, compared roadside supports in Korea with those in Germany, and analyzed supporting activities at World Cup stadium by countries. For this purpose, this study collected secondary data about roadside supports and soccer fan community, conducted in-depth interviews with executive members of Red Devils, conducted participant observation about roadside supports, and conducted personal interviews with soccer fans at stadium. This study synthetically analyzed these data and described three major themes. First, this study summarized the development process of red devils, analyzed types and instruments of cheering acts, and introduced organizational structure of the community. Based on these finding, we interpreted roadside supports as a social movement or cultural festival participated by most of Koreans, and we found that this festival carried key consumption values such as unity, self-respect, fun, and heroism. Second, we compared 2002 and 2006 roadside supports, analyzed 2006 roadside supports by countries(in Korea vs, in Germany). We found that order and group consciousness in 2006 roadside supports were decreased in 2006, and participants took a role of audiences at roadside supports rather than heroes, because the events were more commercialized in 2006. On the other hand, we found differences in soccer fans’ cheering activities, participation motives and collusive behavioral patterns by countries. Based on these findings, we discussed managerial and theoretical implications, and suggested future research directions about community development process and relationship between cultural value and consumption behaviors.