Social media accounts such as Instagram, Twitter and YouTube have the ability to maintain relationships between fans and their chosen team or idols. As technology continues to develop, fans have been given the allowance to discuss any news or latest gossip with the touch of a button.

EPL has formed a huge fan base online through the distribution of content allowing for discussion on any highlights, news or transfer talk. Teams in the EPL have been able to personalise their social media base to home in on creating an identity for fans to believe in and follow.

In a ethnographic study done by Geoff Pearson called, ‘An ethnography of English football fans Cans, cops and carnivals’, crowds are compared to carnivals. The similarity shared is the gathering aspect. Crowds gather together singing and drinking while watching the game and most of the time what happens off the field is more important than what is actually happening on the field.

Fans sometimes only really want to look at the news and gossip which happens off the field. This is why the social media accounts are so important. They welcome the carnival connotation portrayed in Pearson’s ethnographic study as fans sometimes draw a blind eye to the scores and what’s happening on the field.

Examples of this sort of content include FIFA posts and the fan art. The younger audiences may not watch the live games, however, play with their favourite players and teams on the Xbox, Playstation or the PC. Some audiences may enjoy the visual pieces uploaded more so than the actual game. These sort of fans have developed through the rise of social media in sport.


“Racism came in the form of letters, chanting from the crowds, banana throwing, monkey chants, songs, and not just one or two but thousands singing racial abuse, chants, that kind of stuff, and letters through the post” –  

Cyrille Regis- former West Bromich Albion player and England Striker,1998 

Racism still places a dim and ignorant shadow of the world of football. Other leagues and countries more than the other, even though how vile and immoral it has become in the 21st century, it still remains.  

In the 1990’s, the fight against racism in Britain developed. A ‘let’s kick racism out of Football’ campaign begun at the start of the 1993/94 football season. This kickstarted the conversation and also acted as a catalyst for change in many other aspects. 

Stadiums begun to fill with female fans and ‘english hooliganism’ drew to a close. Crowd attendances increased through all four divisions, the EPL had started a renaissance which other leagues wished to follow. 

Key components of an instagram platform is the ability to inform, distribute and persuade. Videos shown above have been posted as a way to inform their audience on the experiences famous players have had with racism. These videos are distributed and acted as a way to persuade people who have been racist or have heard racism in public that it is not ok. 







The A-League started in 2005 as way to increase the competitive nature of football or ‘soccer’ in Australia. The NPL already existed as the premier football league but many critics believed there needed to be a major overhaul.

Due to Australia being such a diverse and multicultural country, the A-League makes its name for being a multicultural league. Through studying an ethnographic study written by John Hughson, ‘A Tale of Two Tribes: Expressive Fandom in Australian Soccer’s A-League’, I grasped the idea that there are two particular supporter ‘tribes’. These neo-tribal groups are seperated by their experience with their chosen club. One tribe is the ‘youth supporter groups’ which follow long and established clubs and are from ethnic-identifiable communities and the other is for the newer clubs and the non-ethnic communities. This concept shows that the A-League has become diverse through the development of the league.

SIDENOTE: I have included a segment in my podcast about the introduction of the A-League (if you want to know more about it).

Due to the A-League being so diverse, the social media must display the same connotations. Much like the EPL, teams must promote to their chosen audience.

A prime example is the fan base of the Western Sydney Wanderers. The team stands out from other A-League teams as it is arguably the most diverse team. Their infatuation for their team comes at a cost as they have brought ‘hooliganism’ (mentioned in 2nd episode) back into the game.

The ‘RBB’ fan group display their own cultural and social significance. This is key that their social media administrators emphasise such notions on their accounts. The Red and Black theme is used as well as images which show off their fan group and their personalised flags in the crowd. “It’s our resilience in the face of adversity that defines us”, is a quote mentioned in a post about an upcoming game. The quote is key in defining what kind of team they are. After starting as an organisation after Sydney FC, the Wanderers have always really been the ‘2nd Sydney team”. Posting this type of quote speaks to their audience and means more to them than any other teams fan base.


For footballers on social media it is all about developing a profile or persona which will attract fans into following you. Social media offers great tools which allow for direct and indirect communication from celebrity to fan. We only really look at the positives of social media. A celebrity who posts a picture of themselves happy isn’t always going to portray the same connotations. But that is what social media has turned us into in todays day in age.

At the tender age of 22, Melbourne Victory footballer Josh Hope was only starting his career. After finding his feet gaining some appearances under his belt, Hope gave away a penalty playing for the Victory senior side. Thinking this would lead to nothing, Hope continued on with playing his own game. This was until he realised that he had come under the spotlight of online social media abuse.

“Hopesless” is the popular sledge thrown at Hope. An easy yet aggravating sledge and after being repeated over and over, it would become troublesome to his own mental state. Hope has only recently given up the game after “relentless targeted abuse” at the age of 24.

“It’s something I never really understood but was always aware of. I would go to sleep dreading waking up, and wake up dreading going to train. I physically couldn’t eat on game days.”

Through the development of social media and how powerful of a tool it has become, the allowance for opinion has drawn out the negative side of society. Known as a ‘multicultural league’, the A-League hasn’t had to deal with racism and online abuse much like other leagues such as the Italian league (where racism is prominent) and the EPL.

As a young Australian player, Josh Hope is the only player to date in the A-League to retire due to online abuse. I believe Australia’s culture is at fault. The 21st century is only starting to raise awareness about ones mental health. The NRL has seen it with former Broncos captain, Darius Boyd, opening up about the war he has had with his own mental health during a tough season where Broncos finished close to the bottom of the table. As a high profile athlete it is important to look after your mental health especially with the surrounding factors such as fandom and poor performances. These aspects creep into any athletes mind and are as significant as ever in the 21st century due to the development of social media.

Whether Hopes retirement acts as a catalyst for change or not, one thing is for sure that there must be change.







My name is James Muggeridge and for BCM241 I will be looking and comparing the social media use of the EPL (English premier league) and the A-League (Australian Football league). In doing this I will aim to find aspects of each leagues’ social media platform which helps them gain an advantage or disadvantage over the other.

So far, I have enjoyed the content highlighted in the subject and the concept of ethnography is something which I feel is so important within the practice of being a media worker. While saying this I think it would be good to highlight that as my career aspiration is to be a journalist, I think this DA looking at media Ehnographies will only benefit my learnings.  

In my pitch I was clearly to vague and didn’t exactly understand the idea of choosing a ‘niche’, however, homing in on social media as a part of the media landscape of both the EPL and the A-League will hopefully define my DA.


I hope to cover the main platforms, Instagram and YouTube, through looking at how each league has transgressed over time and how they distribute their content to targeted audiences. Their are definitive techniques and methods which are applied to appeal to their own audience and this is something I would like to home in on. As football is heavily social and communal, it is so significant that teams and leagues must get their social media platforms on point.

My next episode will focus on how EPL manages their social media platforms. Instagram in particular is such a worldwide form of content which can be accessed by all ages and cultures for fans to digest. They boast different types of media to entice fans (photo, video, games etc). The platforms love to reflect on the history of the league and how prestigious it truly is. Doing this can truly appeal to all ages as the photo and game based content appeals to younger audiences whilst reflecting on the history of the game appeals to the older and more experienced audiences. I will also go into detail about my own experiences with the EPL and how social media entices me into viewing their content and even recently writing about it.

On the other hand, whilst ethnographically analysing the A-League I will look to discover what techniques could be taken from from the EPL which would build their profile, competing with other surrounding leagues. Football in Australia is not really ‘football’ yet it’s called soccer. This is because it shares it’s name with the AFL (Australian football league) and the Rugby (League and Union). Currently A-League is at the bottom of this football hierarchy as it has the lowest popularity record compared to the other two. This needs to change as Australian football has a rich history in the world of football. Whether it was Harry Kewell who played for Liverpool in the champions league or Tim Cahill, a worldwide icon for his incredible skill to head the ball. Their social media performance can evoke change and invite foreign viewers to believe in the game. Because at the moment the A-League is on a downward spiral and is it even close to being on the EPL’s level.

Podcasting on YouTube is a form of content which has sky rocketed. Whether it is a comedy podcast, a news podcast or a sports podcast, podcasting is a great way to distribute opinion on a world which is constantly changing and developing.

Internet of Things: A QR Code

The development of the internet has come with innovations which have altered the way we learn and search. The use of QR codes has heightened the everyday human’s ability to search and learn within a matter of seconds.

Originally the QR code was invented to enable the tracking of car parts in a factory where cars are assembled. The QR code all started with a Japanese car manufacturing company, Denso Wave, which now in present day has become a “necessary ingredient in the future of augmented reality and pandemic control.”

This invention of the ‘QR code’ comes under the ‘tale of the thing project’ where the data shadow (the tale of the thing) is accessed and a GPS is inscribed into this code (the tale) allowing for simple tracking with ease.

The innovation of the QR code is just one of the inventions which has stemmed from an evolving ‘internet of things’. This is where certain ‘thing’ are attached with a code or data which makes the ‘thing’ unique and only traceable through the specific attachment.


Social media has made an imprint in todays society. Allowing for the ease of communication and simplifying the ability to learn and promote. However with positives comes the negatives as a society which aims to be connected often becomes disconnected.

A negative which has been imprinted within our brains is Social Media’s ease to promote “black magic”. A sort of black magic which leads us as humans to make bad choices.

For example in the reading provided called “What is the problem with Social Media”. by Jordan Hall, it delves into the idea of Supernormal stimuli and the allowance for mediocrity within our evolutionary states.

We are fine with the ability to do “just enough”.

Personally I can relate as when assignments pile up one-by-one, the process of certain assignments are filled with mediocrity and procrastination.

However in saying this, Social Media can also allow for motivation and to spark a drive to do more. So the question is whether the negatives outweigh the positives.


The idea of a patent stems from the long history throughout the industrial revolution with a man named James watt and his invention. As said in the reading ‘An introduction to intellectual property’, the idea of a patent stems from long ago, however, the idea of a patent is most definitely a “contemporary issue”.

Nike vs Adidas, ice ice baby” vs “Under Pressure” and the satirical McDonalds vs Hungry Jacks with the recent announcement of the ‘Big Jack’, are examples of the fragile nature of copyright and the patent. These massive companies now use the patent as protection from competitors stealing their ideas.

“For all the emotion, it seems both sides agree that
intellectual property laws need to strike a balance between
providing sufficient incentive for creation and the freedom to make
use of existing ideas.”

This idea is substantial in the world of music in particular. Music is produced and distributed all over the internet, yet, where do you draw the line for what can be used and what comes down to a copyright infringement?

This has created the idea of copyright-free music which allows aspiring creators to use ‘type beats’ or music stemming from a similar genre.


My media niche and digital artefact for this semester is based on the comparison between the English premier league, the EPL, and the Australian football league, the A-League.

This idea in particular will better my understanding of both sports, however, adding an ethnographic perception will increase my knowledge on aspects which I must take into account as I aspire to become a sports journalist.

To carry out my investigation I will aim to observe my field and use interviewing/surveying to acquire data and trends to collect my findings. By recently creating a sports journalism based instagram account, I can now use the platform to reach an audience relative to both leagues. When doing this I will adhere to ethical implications, maintaining a fair research investigation.

Examples of my interview and survey questions include:

Why do you believe EPL is a greater and more significant league than the A-League?

What can the A-League do to be more like the EPL?

Are there any social media aspects which EPL use that could have a greater affect on their audience?

Are there any marketing strategies in particular that EPL use which you are drawn to?

What does it mean for you to be a ‘fan’ of your chosen EPL/ and or A-League team

My research will continue on this blog as well as my instagram page Ransack Sport.


In a world with the ever-changing state of technology and the way in which entertainment content is viewed, additions to streaming sites such as Netflix, Stan and Binge, has changed the way in which we watch content. The niche market has overtaken the mainstream market and such streaming platforms allow for a flexible and a wide variety of choice.

The long tail effect is an economic model which allows the modern day gift of unlimited selection of a more niche market . The effect has single handedly popularised streaming platforms and run stores such as Blockbuster and Video-Ezy out of business.

“Everyone’s taste departs from the mainstream somewhere, and the more we explore alternatives, the more we’re drawn to them.”

In the 21st century, people like to be different, listen different and watch different. Listening different can be truly discovering your ‘type’ of music (EDM, rap, alternative etc). Watching different portrayed on Netflix can be choosing a specific genre which fits in with your ideal niche.


My DA for BCM206 this semester is RANSACK MEDIA

RANSACK MEDIA is a collective group of aspiring journalists writing on a range of topics such as Entertainment, Politics, Local news and Sports which I will specialise in. RANSACK was created this year on the back off myself and some mates deciding to build a portfolio for future employment opportunities post-university.

RANSACK currently has 277 likes on Facebook and 29 followers on Twitter, so there is plenty of work to do as we are still in the early days of development. I will continue to post on RANSACK as well as hope to start a RANSACK Instagram page which is currently in the works.

My aim is post consistently and build my writing skills to create a portfolio for myself.


FACEBOOK – https://www.facebook.com/ransackmedia

TWITTER – https://twitter.com/MediaRansack

James M


My research topic regarded the reasonings to why students change or defer from their original degrees. Originally before choosing this topic I believed that it would be a relevant topic of discussion. Personally, I have had experience with friends and family changing and deferring from their degrees because of both internal and external factors. This research hadn’t been researched as much as I thought it would be therefore, I was limited to the number of sources I could research and use in my opinion piece.  

I indicated in my last assignment that I wanted to use both a survey to collect a large amount of data relating to the whole BCM cohort and interviews to collect personal and more in-depth data. I was able to collect a large sum of data through getting 31 responses from the BCM cohort, however, was unfortunate to only undertake 1 interview. This was a problem as I would’ve liked to conduct at least 3 interviews so I would be able to compare each and identify trends.  

I was intrigued by the topic when beginning research, however lost the motivation to complete the research at my best ability. I could’ve tried to conduct more interviews and could’ve used another survey with more answers and different questions.  

When looking back at other options, I wish I chose a topic more relevant to my interests such as a research topic relating to sport and mental health. This topic would’ve given me more sources and information on the topic which would’ve benefited my research when comparing to research already conducted.  

Overall, I’m happy with my results, however, would have benefited from more interview talents and a topic which would’ve benefited my own insights and knowledge. I have tried to write a well-written piece of writing appealing to an academic sense and hopefully will benefit my audience when reading it.