Motivations for music information seeking as serious leisure in a virtual community: exploring a Eurovision fan club

Purpose: This study aims to examine the motivations of a group of music fans of the Eurovision Song Contest to seek information about the competition and to participate in a virtual community of fans. Design/methodology/approach: The study draws from the uses and gratifications framework to understand the needs that a particular mass medium fulfills for its users. Fifteen Eurovision fans were interviewed using a semi-structured interview schedule. Interviewees were asked to talk about how they seek information about the competition, to relate their engagement and participation with the virtual community and to reflect on the role that the community of fans and the Eurovision have in their lives. Findings: Content analysis revealed four themes that reflect the motivations that shape many aspects of participants lives, relating to seeking information about the Eurovision Song Contest, fulfilling the need for serious leisure, making social connections, finding a sense of belonging and forming an identity. Social implications: The study examines the motivations of a group of people who share a common interest that shaped the ways the seek information, related to others, view themselves and construct their identity and make social connections, all to satisfy their love and admiration for the competition, and this regardless of the societal stigma that the competition might carry. Originality/value: This study extends the literature on serious leisure information seeking by exploring the role that information and social media play in different aspects serious leisure activities.