From Stadiums to Streams: the Evolution of Basketball Fan Culture in Malaysia Through New Media Platforms

Siew, Jia Xing (2025) From Stadiums to Streams: the Evolution of Basketball Fan Culture in Malaysia Through New Media Platforms. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The rapid growth of new media technologies has transformed Malaysia’s basketball fan culture. Traditionally dependent on live attendance, newspapers, and television, fans today engage through social media, live streaming, and short video platforms that allow instant access to information, interactive discussions, and direct communication with teams and players. This shift not only accelerates basketball’s visibility but also reshapes fan behaviours, identity construction, and community participation, turning fans from passive recipients into active participants and content creators. Although basketball receives less national attention compared to football and badminton, it enjoys stable support within Malaysia’s Chinese community. The popularity of Facebook, Instagram, YouTube, and TikTok has fostered digital fan communities, enhancing interaction, participation, and cultural identity. However, scholarly research on how Malaysian basketball fans use new media to construct identity and culture remains limited. This study adopts a quantitative survey targeting Malaysian basketball fans aged 18–35 who actively use new media. It investigates how fans construct cultural identity, the impacts and challenges of digital media, and how engagement shapes fan culture. Findings are expected to provide insights for sports organisations, policymakers, and content creators in enhancing fan engagement and promoting sustainable sports culture in Malaysia