“Keeping it lowkey”: Exploring the experiences of Korean women fans of women's volleyball

Abstract

Recently, there has been a significant increase in female audiences and fans at professional sport events in South Korea (hereafter Korea), particularly women's volleyball. This growth in higher viewer ratings and stadium attendance is attributed to elements such as athletes’ sportsmanship and their dynamic athletic performances. However, there is little known about the Korean women's volleyball league's fanbase. Previous studies have focused on the experiences of male and female fans’ interpretations of sport fan characteristics, experiences of female fans, or those of traditionally male-dominant sports such as ice hockey and football. Therefore, this study explores the experiences of self-identified women fans of women's professional volleyball in Korea. We seek to understand how research participants were introduced to volleyball, how they express their fanship, and how they define sport fans. According to the findings, a combination of structural systems in higher education and media streaming during pandemic restrictions has allowed volleyball content to become more accessible to research participants. Furthermore, the study examines how dukjil and fan service play significant roles in maintaining fanship, and the influence of generational characteristics on how women fans perceive and define sport fans.