Performing identity work in Chinese Super League football clubs: Corporate guanxi, public relations & fan perceptions

In this thesis, I critically examine the development and issues within the Chinese Super League (CSL) by utilising Guangzhou FC and Jiangsu FC as a case study, focusing on sports policy, "Guanxi" (关系), football governance, and public perception. In academics, debates around the issues in football governance and public relations in China are frequently reduced to considering why policy fails or how to change the overall structure and system of football governance. I move beyond these debates to put on guanxi, stakeholder approaches, football governance and public perceptions in China. My approach entails examining Chinese mainstream sports media content and public comments on social media to provide opinions and enlightenment for sports managers and decision-makers within the Chinese Super League. I aim to critically review both clubs' organisational structures, policy context and strategic developments and understand the roles of mass and social media in the construction and perception of Guangzhou and Jiangsu football clubs' corporate identity. To achieve this, I employ a qualitative case study design (documentary evidence, mainstream media articles, and social media contents) first systematically to collect archival material and policy and organisational governance documents. Secondly, to examine accessible online and print mass media and social media content related to Guangzhou and Jiangsu football clubs. The findings of the analysis are examined further through a theoretical framework influenced by the concept of guanxi and stakeholder theories. The findings demonstrate the main characteristic features influencing CSL clubs' practices in performing their corporate image: Diverse interpretation of policies, media-constructed narratives, and social media-driven reputation management. The policy analysis, guided by Marsh and Rhodes' (1992) typology of policy networks, guanxi and stakeholder theories, identifies discrepancies between policy guidelines and club interpretations and executions, illustrating how clubs' deviations can disrupt intended policy outcomes. Furthermore, the media's role in shaping public perceptions of CSL clubs is examined, highlighting the impact of patriotism and collective online action on narratives and public opinions. The findings underscore the importance of clubs' collaborations with authentic and reliable influencers to enhance their reputation through transparency and values alignment.