THE SIGNIFIER OF THAI PREMIER LEAGUES’ FOOTBALL CLUB LOGOS

Abstract

Research on the signifier of Thai premier league’s football club logos is conducted by qualitative method as a research methodology. It is carried out with an in-depth interview on purposive samplings. The samplings consist of the members of Thai premier league’s football club. Study is also conducted on the interview contents from the managers of five Thai premier leagues. It is found that the design of Premier leagues’ football club logos signify the power and supremacy of the ones who established the leagues. It also indicates authority of rulers over communities. However, the league officials define the logos as support for public unity, sense of belonging, and participation in football despite the logos’ apparently reflective meanings which imply hegemony. In fact, logos of all football clubs reflect dominating power according to Gramche’s Theory of Cultural Hegemony. Socials was controlled “Hegemony” through their thoughts, believes and attitudes by controllers then become ‘Popular Culture’ and abundant. The Football Club (FC) members’ knowledge and awareness on the logos are mostly related to history of the leagues as well as the province where the leagues are originated. This is considered a primary level of knowledge while the secondary one is the pride they feel for their football clubs.