2 Chapter 2 -Participatory Culture

Wann, Hackathorn, and Sherman’s (2017) significant study is a lighthouse that illuminates the complex relationships among fan identity, community attachment, and psychological health. Their study explores the critical function that a sense of belonging plays in improving people’s general health. Simultaneously, the deliberate use of hashtags, like ‘#LeafsNation,’ in Toronto Maple Leaf’s social media campaigns goes beyond traditional fan interaction; it serves as a fundamental element in building a robust digital ecosystem that fosters a vibrant fan culture. These hashtags serve as messengers, creating an online arena in which a wide range of fans come together, strengthen their relationships, and loudly declare their steadfast devotion to the club. Every time the hashtag is used, it is a symbolic act that represents a common interest and unwavering loyalty while also fostering a welcoming and interactive fandom. This fan-driven participation is in line with Wann et al.’s findings, which indicate that creating community bonds with these identifiers even in virtual spaces is important for a person’s emotional health and sense of belonging. The creative application of social media hashtags by the Toronto Maple Leafs as community markers is evidence of the ability of digital platforms to create and maintain an online fan community and display that these fans are ‘prosumers’. By using hashtags like #LeafsNation and other related terms, the group creates a virtual tapestry that unites a wide range of supporters into a unified, connected group; especially during a crucial time when Toronto was once again favoured to make it past Round 1. This virtual space is more than just a place for people to congregate; it’s a hub where supporters come together, regardless of personal or geographic barriers, to unite around a common passion for their club. The feeling of community generated by these online environments provides a pillar of support for fans, enhancing their mental health and acting as an essential hub within the Maple Leafs’ fan base. This immersive engagement with a digitally integrated community highlights the crucial role hashtags play in forming the modern fan culture environment, going beyond traditional bounds to forge a cohesive, resilient fan base. Minding the fact this hashtag is used throughout the regular season, highlighting the course of the playoffs is significant, signifying the cultivation of fan unity and community spirit during

 this pinnacle time of the season. This hashtag brings upon team unity and identity, exposes fan engagement to the public (amplified visibility), and is a symbol of fandom that can echo throughout the league setting a standard for all other competitors. If we look at the fan post, posted by “@Dee52371862”, she vividly expressed her excitement, and her support, while displaying multiple photos of the key star players and of the fans in Toronto Square. During the playoffs, Fans understand the importance of communicating and spreading support, evidently providing audience members an insight into how large, strong, and loud Toronto Maple Leafs fans are. Her use of the hashtag “LeafsNation” supports my argument for team identity and belonging for these fans, as this is clearly classified as “fanification” in which the audience members are producing, impacting, and shaping popular culture through their fandom. Looking into the article “Maple Leafs fans set Twitter ablaze after playoff drought ends” written by Andrew Meyers provides several examples of how the fandom identity embarks on a communal journey, narrowing how the Leaf’s identity resonates with large diverse population.