Fandom communities adopt diverse consumption practices to cope with an overwhelmingly commodified football. Drawing upon literature on consumer communities, this paper examines a local football fandom community in multifarious relations with its broader fandom through divergent consumption practices, which create tensions and ambivalences in terms of the former’s autonomy from and loyalty to the latter. Based on observations and interviews with community members, the paper describes how the community’s production and consumption of its own products are experienced as matters of autonomy within and difference from broader communities, whilst the consumption of merchandise is regulated and performed as expression of loyalty to broader fandom. Findings demonstrate how a community can use multiple consumption practices to manage, mitigate and sustain its community-within-community tensions.

狂热社区采用多样化的消费习惯来应对压倒性的商品化足球。本文利用有关消费者社区的文献，考察了当地足球迷社区的多元化关系，它通过不同的消费习惯而具有更广泛的粉丝关系，这在前者对后者的自治和忠诚方面造成了紧张和矛盾。在对社区成员的观察和访谈的基础上，本文描述了社区的生产和消费如何作为自治问题在更大范围内的社区中体验，而与大范围社区的区别则是如何实现的，而商品的消费则作为对更广泛社区的忠诚度的表达而受到监管和执行。粉丝。调查结果证明了社区如何使用多种消费习惯来管理，