2 Toronto Maple Leaf’s Fandom Through Twitter (X) During Round 1 2023 Playoffs

Noel Paiva

Professor Derek Foster

COMM 3P18

Final Paper

Tuesday December 5th, 2023

Toronto Maple Leaf’s Fandom Through Twitter (X) During Round 1 2023 Playoffs

The phenomenon of sports fandom is fascinating as it extends beyond simple spectatorship and involves various dimensions of identity, mental health, and community involvement. Sports fandom is a developing field in communication studies that captures complex levels of fan behaviour and affiliation, particularly during key events like the NHL playoffs. This analysis uses a wide range of scholarly works to explore the passionate world of Toronto Maple Leaf fans during the 2023 NHL playoffs Round 1. Round 1 is a crucial time period to analyze for Maple Leaf fans, as this is the period where usually a tremendous amount is hype is built with no comparison to any other time due to the Leaf’s curse, but the importance it plays for the city culture and how it resonates with the core fans. This investigation, which synthesizes various research viewpoints, traverses the paths of sports fan identification, brand commodification, participatory culture in the digital age, and social media’s impact on fan engagement. This in-depth examination, which concludes research by “Mastromartino et al., Wann, Hackathorn, & Sherman, Hughson & Free, Hill, A.” attempts to disentangle the complex subtleties of Maple Leaf’s fandom in the postseason and shed light on the various facets of fan behaviour, motivations, and identities. By incorporating these academic works, this paper aims to provide a comprehensive picture of how Maple Leaf’s supporters behave and show their team spirit at this pivotal sporting moment, capturing the diverse aspects of sports fandom in a dynamic and changing environment. The Toronto Maple Leafs have a fan base that is a symbol of unwavering dedication and fervour in the center of Toronto’s sports landscape. These supporters, who are an essential component of the city’s sports culture, personify a passion that goes beyond simple watching. This paper aims to explore the complex world of Maple Leaf’s fandom, especially amid the thrilling 2023 playoff Round 1. Determining the core characteristics of a Maple Leaf supporter requires piecing together a complex web of customs, ties to one’s family, and a strong sense of loyalty to the team’s blue and white colours. These fans represent more than just a simple passion for the game; they are a symbol of shared optimism, turning every game into an exciting, community-building celebration. Examining this dynamic fan base’s actions and feelings at critical points in the playoffs necessitates learning more about their tenacious nature, steadfast loyalty, and cultural significance concerning Toronto’s hockey scene. Within the context of contemporary sports fandom, the merging of technology and fervour has ushered in a period where fan interaction extends beyond stadium boundaries. There’s a strong case to be made for the passionate Toronto Maple Leaf fans, who claim that during the intense passion of the Round 1 playoffs, their presence and activity on social media platforms especially Twitter (X) exploded to remarkable heights. The objective is to analyze the ‘Leaf’ fandom through the demands and desires of the enthusiastic fanbase, and how the organization responds to the patterns and causes behind the heightened engagement (participatory actions) of Toronto Maple Leaf’s fans on Twitter. This study aims to dissect in what ways the Toronto Maple Leafs Fandom amplifies their fandom during Round 1 Playoffs and see how it affects individual fan identity, cultural significance, and mental health.

The passionate Toronto Maple Leaf fan base presents a colourful, digitally enhanced show during the intense 2023 NHL playoff Round 1, and the incorporation of social media—specifically, Twitter becomes the center of their group’s intensity. The study by ‘Mastromartino et al.’ provides a framework for comprehending this ardour and highlights the significance of team-driven tactics in building fan loyalty. By using this framework to analyze the fan culture of the Maple Leafs, one can determine how the organization’s initiatives fit with the factors found in the study. Mastromartino et al., for example, emphasize the importance of “individual relationships with the team” (Mastromartino et al, Paragraph 5, 2020) in the socialization of fans; The significance of “individual relationships with the team” refers to the bonds that supporters form with the group, its players, and the team itself. This is more than just watching games; it’s about developing a sense of emotional connection and community through the different ways that fans and the team engage. These interactions could take the form of direct interactions led by the team, like meet-and-greets, player-fan interactions, or even interactions on social media where players or the team reply to messages from fans. Through the Leaf’s organization participation on X, where they share behind-the-scenes photos, match preparations, and fan appreciation, Maple Leaf’s players cultivate a special relationship with their followers. The coach’s inspirational speech before a pivotal match (usually posted on X), or a tweet from the team captain thanking the supporters for their unwavering support during a crucial game, become essential components of fan engagement. These exchanges go beyond the conventional divide, strengthening emotional bonds and supporting the claim made by Mastromartino et al. regarding the importance of team-led engagement. Creating a bond through these greater depths of insight into the process of the team prep aligns with the fundamentals of supplying the fans with the content they desire. The organization’s pursuit for absolute engagement is done through the facilitations of these posts, as fans utilize these posts for discussions and debates on their own discourse, Toronto is the supplier of content for these conversations to flourish, without it the fan base would have a lack of material to use to display their participatory within the fandom. Using the CBC news article “Regardless of result, these N.L. Leafs fans are happy to finally watch 2nd round hockey” shows the devotion as mentioned in the article clear example of the supporters’ lifelong devotion to the team, their emotional highs and lows throughout the years, and their utter delight at seeing the team succeed. In line with the idea of “individual relationships with the team” highlighted in the study by Mastromartino et al., it highlights the strong emotional bonds that supporters form with the team. The fans’ resolute backing, demonstrated by their interaction with items and their everlasting faith in the team’s potential. Furthermore, the article’s depiction of supporters who embrace and celebrate the team’s triumphs in spite of years of difficulties and criticism from other fan groups emphasizes how crucial team-driven activities are to fostering and maintaining fan devotion. The team’s engagement activities, such as social media conversations and sharing of behind-the-scenes content, have developed deep emotional relationships with its fans, as evidenced by the dedication shown by these fans, who continue to support them even during difficult times. All of these elements can be noticed through the “@MapleGlazed” post (posted during the 2023 Round 1 Playoffs), showing the public he pledges his loyalty towards the Toronto Maple Leafs. He enganging with the Leaf’s while expressing his emotional connection to the Organization.

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.

Additionally, with the Leaf’s Fandom thriving through media channels such as X, the organization maintains tremendous scrutiny on providing content that fosters commodification attachment to its audience members, which is closely linked to the perspectives provided by “ Cultural Commodities, and Collective Sport Fandom” written by Hughson J and Free M,  examination of cultural commodities and idea of the audience as a commodity in the context of media studies’ larger political economy framework. “Paul Willis highlights the worth that cultural commodities acquire via use, highlighting the innovative ways in which sports fans interact with memorabilia, giving it a significance that goes beyond simple consumption”  (Hughson & Free, 2006); this concept is particularly relevant when discussing Maple Leafs memorabilia on social media during the playoffs, since supporters frequently attach sentimental and personal value to caps and jerseys, utilizing them as markers of their support and commitment to the team’s identity. Course concepts (The Audience Commodity, Foster 2023) of the audience as a commodity explore the economic roles played by media, highlighting how media companies profit from their involvement and transform viewers’ identities into commodities. Thus, the Maple Leafs’ deliberate use of X to promote merchandise during the postseason makes sense within an economic framework in which fans’ active engagement in talking about, displaying, and buying these products not only shows their support for the team but also positions them as commodities that the media can profit from. The economic and cultural dimensions of commodification are reflected in the fan’s involvement in creating value through interaction, from talking about items to showcasing fandom. This supports the course content claim that audiences, through their engagement, become commodities sold to media owners or marketers. Therefore, the Maple Leafs’ post-season merchandising on Twitter becomes a complex interplay between fan investment, cultural significance, and media industries’ financial interests. This highlights the intricate relationship between fan engagement and commodification in the larger context of media and sports marketing. By reviewing posts seen on X, it is evident that Toronto strictly focuses on content that displays Leaf’s merchandise to emphasize the importance of commodification expression through the fandom. Dissecting the post created by “@SteveRussell”, the image of the fans in the square illustrates how every single person in that photo is occupied with a Toronto Maple Leaf merchandise of some sort, may it be a jersey, hat, or scarf. It delivers the message of unity while expressing the colossal support they have to offer, which provides greater influence for newcomers, and uncertain fans to follow suit. Without this strategy, the Leaf’s organization would develop a disconnect with its core fan base, cherishing/promoting those who used hard-earned money to purchase their merchandise should be shed light on during the key time of round 1 as their participation encourages for more. Reflecting on the news article “Business booming for Toronto bars has Maple Leafs advance in playoffs” written by Fakiha Baig claims the Maple Leafs’ commercialization is evident in the booming business and higher sales in Toronto’s pubs during the team’s postseason run. These companies saw record-breaking sales and had to get ready for the influx of customers, reflecting the excitement its devotion fans have for the team’s brand and merchandise. Bar owners describe a heated environment in these places that reflects the greater emotional commitment and bond that supporters have with the Maple Leafs. During game nights, these bars witness an increase in food and beverage consumption, a financial manifestation of their emotional engagement. To conclude this section, refer to the “Cheifallnjr” posting, his tweet states “Feeling my fabulous #Leafs scarf I received as a gift, Woliwon! SENDING good energy to the Boys in Blue #LeafNation” perfectly illustrates how the commodification brings upon identity with a fan. This fan can connect more deeply with the organization due to representing its brand and colours.

By tying the observations from Guschwan’s paper “Fandom, Brandom, and the Limits of Participatory Culture” to the Toronto Maple Leafs’ post-season content seen on X, one can see how the idea of sports teams functioning as brands complements the team’s marketing tactics. Similar to how the Irriducibili handled the difficult relationship between fan culture and branding by using their fervent support for S.S. Lazio, the Maple Leafs use stars like Mitch Marner, John Tavares, and Auston Matthews to elevate the team and spark fan discourse “Sports teams brands use individual stars to boost the team brand” Guschwan Paragraph 11, 2012). The strength of individual stars in enhancing club brands is emphasized in Guschwan’s piece. In the Maple Leafs’ context, these players are essential individuals whose personas and performances encourage fan interaction on social media sites like Twitter.  Their participation in team media content, together with the team’s historical and customary connections, enhances the brand value of the team. Furthermore, the debate concerning the conflicts that exist between brand-centric communities and participatory fan culture is pertinent to Maple Leafs’ endeavours to strike a balance between fan-driven conversations and regulated promotional narratives. This is a challenge that is shared by other sports organizations that seek to preserve a consistent brand identity in the face of fan-generated content. Taken together with the increased interest and focus on the Maple Leafs at this point in the playoffs, discussing this topic during Round 1 is essential. The first round of the playoffs marks the beginning of the fierce competition, a time when fan excitement, conversation, and internet activity soar. Fans’ impressions and engagement with the Maple Leafs on social media could be greatly impacted by this time of year when the team’s tactics are scrutinized more closely. Per Marwick and Boyd (2011) “‘You’re born to be brave’: Lady Gaga’s use of social media to inspire fans’ political awareness,” Twitter de-pathologizes fan-celebrity exchanges by portraying celebrities as ‘ real people’ that followers can communicate with; “Research has also suggested that the increased potential for celebrity–fan interactions in social media, even if illusory, allows fans to create or reinforce feelings of ‘knowing’ celebrities, ultimately creating strong social bonds” (Bennett, 2012; Marwick and Boyd, 2011 Paragraph 16). Social media communication by celebrities creates the illusion of two-way contact, strengthening fan-celebrity bonds and raising expectations of closeness beyond what is achievable through traditional media platforms.  The article discussing Auston Matthews’ post-game interview “Auston Matthews after ending the Leaf’s first-round playoff curse:” published by “Maple Leafs Hot Stove”, conducted following the Toronto Maple Leafs’ series-opening victory against Tampa Bay, perfectly captures the team’s overall feelings and the range of emotions felt throughout the crucial victory. Matthews describes the mixture of nervousness, anxiety or and ultimately joy that characterized the game, highlighting cooperation and teamwork as crucial components of their success. This win is important for more reasons than just one win; it’s a significant step toward their bigger goals. This conversation is made more in-depth by including the interpretation of Matthews’ interview. It places the Maple Leafs’ on-field accomplishments in the larger context of their brand strategy. The interview depicts the team’s cohesiveness and emotional journey, highlighting cooperation and teamwork as key factors in their success. It highlights the significance of the team’s image, aims, and long-term strategy inside the branding discourse by stressing that this success is more than simply a single victory but rather a major step towards their overall goals. In addition to humanizing the players, connecting Matthews’ interview to the debate about sports teams as brands offers a practical illustration of how these individual stars support the team’s success and, by extension, its brand. Swirling into “alyviakeeler1” post shows the approval and appraisal for the accomplishments of the Two stars of the team (Auston Matthews and Mitch Marner”) instead of the whole team itself. It shows how influential making key players on the team into celebrities to connect them towards audience members who aren’t necessarily in the Leafs fandom.

Furthermore, another concept to consider from the research paper “The passion work of professional wrestlers, fans and anti-fans.” written by Annette Hill explores the complex relationships that exist between fans and anti-fans in the context of professional wrestling, shedding light on the hazy lines and strong feelings that define these roles at live events. This fan dynamic and the excitement surrounding the Toronto Maple Leafs’ first-round rivalry with the Tampa Bay Lightning can be compared. The situation facing the Leafs is unusual in that the intense atmosphere surrounding the games is fueled by both ardent fans and anti-fans, who are similar to the heels in professional wrestling. This negative attitude frequently finds a voice on Twitter, where passionate fans of the Leafs and opponents of the team come together. The same way that professional wrestlers use the fervor and participation of their rivals to enhance their performances, the Leafs’ games versus the Lightning become a platform for strong feelings, with both supporters and detractors actively adding to the story and spectacle. “This switching between being a fan and anti-fan highlights the audience work in the shaping of an emotional structure for these kinds of live events.” (Hill paragraph 19, 2014); this phenomenon reflects the intense participation witnessed in the Leafs’ fandom and anti-fandom during pivotal playoff matchups, and it is consistent with the article’s examination of the audience’s active role in expressing hot sentiments, embracing both negative and positive feelings. Competition brings upon intensity which the playoff environment strives off, encouraging fans to become prosumers in debating which team is preferred to go through onto the next round. The ESPN article “Stanely Cup playoffs 2023: Meet the anti-fans of the Toronto Maple Leafs” explores the Di Giusto family’s distinct anti-fandom toward the Toronto Maple Leafs. Their passionate support for any club that plays against the Leafs, as seen by the clothes they wear to games, reveals a deep-seated rivalry that goes beyond conventional fandom. Their narrative highlights an intriguing facet of sports culture: fans who fervently cheer against a certain team instead of just one. The Di Giustos oppose the game, but they never act antagonistically; instead, they try to make it fun for everyone who comes, stressing how important it is to have a positive environment. Their online presence has drawn notice, making them a viral sensation and illustrating the fascination and mystery surrounding such unusual fan behaviour. Furthermore, this situation mainly gained traction due to the nature of being in a playoff setting where stakes are high and even the seat prices. Lastly looking into “@iAmNickWize” it can be seen that he’s interacting with both communities through the use of hashtags ensuring his message (that the series isn’t over yet) is delivered to is rival fanbase but also to show encouragement towards his own.

The study of Toronto Maple Leaf’s fandom during the first round of the 2023 NHL playoffs captures the complex web of fan identity, involvement, and behaviour. To provide a thorough image of the fervent Maple Leafs community, the paper has explored a variety of scholarly viewpoints throughout this investigation, combining research by Mastromartino et al., Wann, Hackathorn & Sherman, Hughson & Free, Hill, and others. Beyond the surface of sports spectatorship, identity, mental health, and the active community involvement that come with being a sports fan are all explored in this examination. For Maple Leaf supporters, the first round of the playoffs is a momentous occasion because of the historical build-up, which is characterized by an unmatched buzz that permeates Toronto’s sports scene. It’s a time when the passion reaches its pinnacle, highlighting the deep cultural influence on the city and the enduring bonds that exist between supporters and their team. The role of social media, particularly X, as a crucial medium where fan interaction at previously unheard-of heights is at the center of this investigation. An environment enhanced by digital means is created by the Maple Leafs organization’s deliberate usage of hashtags such as ‘#LeafsNation’ and its dissemination of unique behind-the-scenes footage. According to scholarly studies, this atmosphere fosters fan connection, community building, and a sense of belonging among supporters. The research emphasizes how these virtual venues cut over physical boundaries, bringing together supporters from all walks of life to unite around their shared ardent team love. It emphasizes how important these platforms are for connecting fans, elevating their voices, and adding to the story of the team’s journey. Additionally, the study clarifies the mutually beneficial relationship between the team and its fan base, illuminating the Maple Leafs organization’s conscious attempts to forge a close bond with their supporters. The team emphasizes the emotional bonds supporters have with the squad through its engagement techniques, which include interactive player posts and behind-the-scenes looks. This all-encompassing involvement also reflects the commercial side of fandom, emphasizing how fan interactions with media and commerce support the commoditization of the team’s brand. The playoffs operate as a stimulant for more business activity, as demonstrated by higher bar sales and the fervent fan display of team gear, which demonstrates the financial and emotional commitment in this town. In essence, this paper illustrates in detail serval methods the Toronto Maple Leaf fandom goes beyond just traditional spectatorship when it comes time to Round 1 Playoffs, fandoms in many ways go out to express identity, support, and cultural significances which follows suit with any other fandom.

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References

Alyvia. (2023, April 30). FR cannot even be upset, Auston Matthews & Mitch Marner are simply just good at hockey they are like the heart of the Leafs https://t.co/gvcr8nrfmr. Twitter. https://twitter.com/alyviakeeler1/status/1652497722073571328

Dee. (2023, March 29). We’re in! now let’s enjoy what’s going on, hopefully enjoy a W tonight and get pumped & stay focused 4 what’s ahead! I’m so excited 2 start playoffs w/our boys! so much greatness on the ice fighting for #leafsnation & 2 finally have 2023 B the year! @mapleleafs #goleafsgo  pic.twitter.com/0fljimfvpw. Twitter. https://twitter.com/Dee52471862/status/1641117699651649541

Glazed, M. (2023, April 27). I pledge allegiance to the flag of the Toronto Maple Leafs and to the Republic for which it stands, one nation under Auston Matthews, indivisible, with apples and Snipes for all. pic.twitter.com/usmfxk2g6e. Twitter. https://twitter.com/MapleGlazed_/status/1651599138822189056

Polchies, C. (2023, April 25). Feeling my fabulous #leafs scarf I received as a gift, woliwon!sending good energy to the boys in blue #leafsnation PIC.TWITTER.COM/5U8FMOW1ZJ. Twitter. https://twitter.com/chiefallanjr/status/1650934810058039297

Russell, S. (2023, April 22). Game 2 saw @mapleleafs a john tavares hat trick & bounce back game by Ilya Samsonov avenging a 7-3 loss in Game 1 to the @tblightning with a 7-2 win.what are your predictions for Game 3 tonight?#leafsforever #leafsnation pic.twitter.com/3kam5qeogl. Twitter. https://twitter.com/SteveRussell/status/1649791226948747264

Wize, N. (2023, April 25). The #LeafsForever have lost their last 9 series clinching games since last advancing in 2004. Toronto blew a 3-1 series lead in 2021 to Montreal. I am not counting out the #gobolts just yet. PIC.TWITTER.COM/6RVWSLJ0PV. Twitter. https://twitter.com/iAmNickWize/status/1650857453049839616