<![CDATA[In the contemporary era, football has become increasingly intertwined with commercial interests due to the modernization of the sport. Football supporters represent one of the primary stakeholders who perceive their interests as being marginalized by this modernization. This condition has driven the emergence of resistance manifested through the “Against Modern Football” movement. This study aims to understand the counter- hegemony efforts initiated by the Bandung Supporter Alliance through discourse. The findings of this study indicate that the activism carried out by the Bandung Supporter Alliance constitutes a form of counter-hegemony closely linked to the construction of counter-discourses disseminated via social media. The organization of discourse is capable of forming a new common sense, which serves as a central nodal point in the counter- hegemonic process. This discursive organization involves two key components: the war of position, and normative and spontaneous grammar. The war of position pertains to discursive critique aimed at destabilizing the discourse of football modernization while promoting counter-discourses. Meanwhile, normative and spontaneous grammar relates to grammatical truth and appropriate communication modalities. This involves political language choices that align with the strategic interests of the Bandung Supporter Alliance. The findings of this research highlight the critical role of communication and discourse in counter-hegemonic endeavors within football fan activism.]]>
