Functions

Some of the site’s functions have already been (briefly) mentioned. I’ve talked about the news items the site provides on a daily base and the entertainment factor that has its reflection in the various multimedia options (clips, Mu.tv). A good look at the site however, offers several functions.

Important to start with however is the co-operation of Man Utd with Dimension Data[1], the company that United closed a deal with in 2002 to re-launch their site in order to “communicate more effectively with its fan-base and develop new products and services that will enable fans to participate in the "Manchester United experience", regardless of where they live” Manchester United appointed Dimension Data to deliver an integrated customer relationship management strategy. Interesting fact: another client of DiData is Vodafone, one of United’s biggest sponsors. 

 Having said this, the first function that came out of the new approach is the entertainment function. On the Dimension Data site they’ve published a case study about Man Utd and DiData[2], putting United in the ‘Sport and Entertainment’ industry. Knowing this, the function may be obvious, although the word entertainment here beholds more than the entertainment function a popular gossip site (as example) like E! Online has. Any regular dictionary describes ‘to entertain’ as something (a person or activity) that amuses, interests or gives pleasure. Manutd.com does all, even though each fan might find one description more suitable for them than the other. Fact remains, the variety of options is more than sufficient to satisfy all different types of fans. This is where the entertainment and information function seem to blend in with each other. The newsbar and archives that manutd.com first of all have an informational function, but at the same time serve as entertainment (depending on the topic of the news item) The (regular) visitors and members are (in a way) consuming the items the site provides. The available wallpapers, picture stories, audio and video clips are for entertainment use, plus the well-known structured forums.

            I don’t think the strict division between these two functions is necessary. As I’ve already mentioned: what can be entertaining to one, can be everything but to the other and vice versa. Same goes with the information function. Besides the factor of personal taste, there is an undeniable overlap between the two.

Another aspect of the functionality of the site has been the recently developed ‘accessible to all’ site. Man Utd launched a ‘separate accessible version of their website, manutd.com/access. There's been lots of publicity surrounding this website and it even picked up an award. This accessible version doesn't offer as much content as the main website but it has all the accessible features you could dream of: resizable text, ALT tags, screen reader optimisation etc.’[3] However noble this initiative might seem, the article is not too happy about it. According to the author Trenton Moss, what Manchester United has done goes against the whole concept of web accessibility. The positive press coverage they're getting for this website is actually damaging to the promotion of web accessibility as a whole he says. I wonder what reasons Manchester United used to explain this move, other than the attention they get from it. A fully accessible-to-all site might not gain the amount of attention the acces-site has received, but it certainly would function as a complete site for all users. The main functions on this site should not be different from those on the main site.

Aspects of encoding/decoding may not seem present on the football club’s website, after all, aren’t there only Reds fans present. The opposite is true however. A brief look in the news archive of the site shows you the 100% Reds-related news items containing more than once anti-Arsenal, anti-Chelsea news. Not in the most obvious way of course, but a Red fan will not decode the message other then ‘them against us’ Examples enough to back this up and I’ll give two to explain the dominating reading the encoded messages contain. First example concerns the always controversial David Beckham. After his undeserved red card during the World Cup against Argentina[4] he became a pariah on the English football pitches. Manutd.com covered his reception by for instance the Leeds, Aston Villa, Newcastle fans every week on the website. United fans, already ware of his status, now got the feelings about their star player rubbed..no…slapped in the face. With the site as one of the reasons, the United fans not only grew increasingly passionate about Beckham, but at the same time resented the other clubs even more. Another example covers the section ‘transfer rumors’ in which the site gives the fans the insight on possible new players. Often, United is linked to for instance a Liverpool player (as was the case with Stephen Gerrard). However, Gerrard was quoted as saying: “I’ll never play for United!” Further reading served to be more explanatory, but one can ask what the reason behind such decisions to publish the rumors might be if the outcome is negative anyway.

DiData’s approach definitely worked in bringing the fans several functions through which they can completely merge with the spirit of the club. United’s choices prove once more to be as deliberate as can be.