The Rhetoric of Conflict Inside and Outside the Stadium: The Case Study of an Italian Football Cheer Group - Conflict and Multimodal Communication: Social Research and Machine Intelligence - page 206

11.3 Results

11.3.1 Analyzing Drughi Culture

Taking into account the definition of organizational culture given by Schein ( 1992 ),
Drughi culture can be identified by the presence of artifacts, declared values, and
shared implicit assumptions.
The main artifact can be represented by their logo: as shown in Fig. 11.2 ,the
picture recalls the four protagonists of the topic (and film) A Clockwork Orange ,
a very eloquent symbol of free and cruel violence. The black background and the
colors of the Italian flag evoke a nationalistic and extremist political orientation. In
addition, as attested by the words of the protagonists of the radio program (e.g., “ we
will surely win ::: the cheer match ”/“ vinceremo sicuramente ::: la partita del tifo ,”
episode 2 1 ), the group worked very hard to carry out the choreographies, thereby
manifesting their utmost passion and engagement: for them it seemed like another
match to be played.
As for the declared values, the first value of the group is internal cohesion:
the fans define a hierarchy in which the football team occupies the last position
(e.g., “ first there is the group, the stadium curve, then taken together, Juventus
comes ”/“ prima viene il gruppo, la curva, poi insieme viene la Juve ,” episode 1).
The second value is illegality (e.g., “ In particular I greet all the distrusted. Obvi-
ously we are close to those who were detained and arrested yesterday [ ::: ]Ialways
make the same recommendation the same 'guys, please, don't steal ::: little ”/“ in
particolare saluto tutti i diffidati. Siamo vicini ovviamente anche ai fermati e agli

Fig. 11.2 Logo of Drughi

culture

1 The four episodes were numbered in accordance with the chronological order of broadcasting.