En ualmindelig fodboldklub i en almindelig region: En kommunikationsanalyse af det singulære, det almene & det unikke

Abstract

This master thesis investigates FC Midtjylland’s understanding of what it is, that makes FC Midtjylland (FCM) unique. The thesis is not interested in researching whether FCM is or isn’t unique but is interested in how the unique is being produced by FCM. The thesis is centered around Niklas Luhmann’s analytical framework of second order observation, social systems and communication. Within this framework, Andreas Reckwitz theory of the singularity is deployed as a social logic, with the distinction singular ˥ common. Based on official statements, statements in newspaper articles and a semi-structred interview with FC Midtjylland’s commercial director, the thesis then investigates how FC Midtjylland differentiates what it understands as unique depending on different social entities, which are examined individually under different sections in the analysis. The paper observes that FC Midtjylland does not have a one clear cut idea of the unique, but that it has an idea that being unique is a necessity. This results in a communication practice, that confuses it self with paradoxical observations. Therefore, being unique changes its meaning, depending on the social entity that is being singularized. The idea of being unique can purport, that the community is experienced singularly in a common manner (3.2.1). Or that the unique conditions at work are met, when being passionate in an indifferent manner (3.2.2). Being unique can also involve, that FCM experiences its regional proximity as common, which entails that success on the field and the terraces can be regarded as unique, because of the regions’ incomparableness (3.3). The unique can also entail, that the experiences only become unique, when the social entities’ believed singular nature are experienced in a common way (3.4.1). But it can also mean that the unique surroundings are intended to be experienced as unique (3.4.2). What is understood as unique, can also entail FCM’s believed ability to mold idols as common people (3.5.1), and common people as idols (3.5.2). In the discussion, this thesis questions FCMs practices of the unique in three ways. In the First it is highlighted that being unique is a contingency and not a necessity. It also highlights, that what is believed to be a necessity (being unique), isn’t a necessary idea. Secondly the discussion highlights that being unique is impossible, because its conditions are changing constantly. And lastly it is highlighted that FCM does more, than FCM is aware of. FCM conditions its self-assessment of unique, on its ideas of what other football clubs are, making the club prone to constantly compare itself off the pitch in order to chase the unique.