本研究以台灣職業棒球球迷認同為主題，並以記憶研究(memory studies)的取徑分析認同與記憶的關聯。棒球被稱為台灣國球，過去國際賽的表現是許多台灣人的集體記憶，至今職業棒球運動仍為我國唯一的職業運動，職棒球迷社群的發展到達可觀的規模，因此台灣棒球球迷社群存續的因素與過程，是本研究關注的焦點。

觀察職棒球迷社群的樣貌，受歷史事件或是經營策略等許多不同因素影響，集體記憶形塑球迷的認同感，影響球迷社群發展。本研究試圖探討的是，當職棒球迷社群遭遇重大轉折點，社群如何處理認同危機。本研究選擇以2013年兄弟象轉賣事件為研究案例，自業餘時期就存在的兄弟象隊，可說是台灣職棒史上存續最久的球隊，幾乎每個年度主場觀眾人數皆為聯盟第一。儘管也會帶入對於諸多事件的討論，然本文將聚焦於轉賣事件前後，分別以接手球隊的中信球團和兄弟象球迷做為行動者，釐清集體記憶與社群認同在遭遇危機的過程中如何運作，以及行動者採取的策略。

本研究結合質性研究的文獻分析法、深度訪談法及參與觀察法，透過二手資料的分析及研究者本身的參與，並搭配訪談兄弟象隊球迷，爬梳球迷社群的樣貌。研究發現當遭遇認同危機，球團與球迷做為兩種類型的行動者，處於社群中不同的位置，抱持不同的行動目標，使用多元且不同形式的記憶技術，以保持社群的存續。球團選擇大方向維持歷史連續性，保留球迷的社群認同，進一步也讓球團獲得更多商業利益；球迷則是在球團的行動框架下，展現球迷的記憶技術，以維繫球迷個體對於社群，和球迷群體對社群的認同。

Baseball is seen as the most significant and popular sport in Taiwan, and the performance in various international tournaments impress Taiwanese. Since the first professional baseball league founded, professional baseball is still the only professional sports in Taiwan. Fans communities of Taiwan professional baseball have burgeoned, and this study focuses on how fans identities of professional baseball emerge and persist.

This study is on fans identities of Taiwan’s professional baseball, and adopts memory studies analysis to investigate the connection between identities and memories. Collective memories influence social identities, and individuals in communities that to be connected by their identification towards baseball teams to make communities persistent. I observed fans’ communities of professional baseball, and I found that they are influenced by many different impacts such as history events or management strategies. These collective memories not only shape fans identities, but also influence the persistence of fans’ communities.

I investigate how the communities handle identity crisis and make sure identities persistent when the communities encounter turning points. I choose the event that the CPBL team Brother Elephants resale to CTBC Financial Holding as my research case. Brother Elephants was founded in 1984, whereas Taiwan’s professional baseball didn’t developed. Brother Elephants was also one of founding teams in CPBL. If we regard the Chinatrust Brothers as Brother Elephants’s continuous team, then we could say this team is the team that runs the longest time. This team almost has the most audience in its home field each year complete with other teams, since CPBL have founded. Although this study includes some different collective events, the 2013 resale event is the main event that this study analyzes. I focus on the team managers and the fans, and try to explain how collective memories and social identities work during this very process.

This study is a qualitative research which combines documentary analysis, in-depth interview and participant observation. The results suggest that the operators and the fans are two different kinds of actor, they are in different structural position, have different goal, and use multiple memory techniques. The operators choose to keep history continuity to maintain and strengthen fans’ identities towards specific team, and it makes the operators earn more profits.