Categorising culture as a catch-all for underachievement has become a popular phenomenon in the football world. Perhaps the Manchester United discussion is the optimum example of this today.
For many, the word relates to social behaviour, customs and even ideas of a specific society. In football, you can attribute the word to the core values of a supporter base and the ethos or attitudes associated with the daily running of a club.
Truthfully, multiple subsections exist within the game, from the ‘casual’ rise during the late 1970s to the growth of international communities that embrace their beloved teams with weekly events and gatherings.
Additionally, tribalism plays a unique role in capturing the essence of belonging and identification amongst a fanbase.
However, the addition of social media has captivated the next generation and portrays individuals as paragons amongst a juvenile audience.
When considering Ruben Amorim, his squad, his superiors, and the failings of this once-imperious institution, the role of certain players, the YouTuber and the social-media superstar can have catastrophic results.
We take it for granted in 2025. It’s just the way things are. But, as an audience – a community, even – a brighter light needs to shine on the damage being caused for the future of our game.
I write this as a father of a teenager approaching his 20s. I have witnessed the growth of his circle from a footballing perspective and the various conversations we share.
Not only do ticket price hikes cause irreparable damage, but the false education administered is chipping away at our working-class game for clicks.
Whether through nonsensical logos applied to images or daily briefings on YouTube, the soul of our game is being tarnished by an ambitious group that wants you to believe they mean nothing but the best.
Manchester United culture and clickbait
Amorim welcomed Ayden Heaven and Patrick Dorgu into his squad following a contentious January window that saw several departures. Tyrell Malacia, Antony, and Marcus Rashford have all begun playing for their new clubs following loan moves, and the trio has earned recognition for their performances.
Remember, this follows a busy summer window where the Old Trafford faithful waved goodbye to 13 first-team players, including Scott McTominay, Aaron Wan-Bissaka, and Jadon Sancho.
While profit and sustainability rules have dictated much, inevitably, such movement signifies a cleansing of the dressing room.
Sir Alex Ferguson did the same upon his arrival, and many can appreciate the necessity for change no matter the emotional association supporters have with certain players.
However, a peculiar trend has surfaced regarding would-be fans highlighting the level of improvement amongst departed players and tailoring their struggles specifically to the issues at Manchester United.
I have followed many of these heavily supported Twitter accounts from afar, and unsurprisingly, the vast majority were previously leading an agenda-laden charge against the same players.
Inevitably, this is the byproduct of a necessity to continuously generate traction through whatever means possible. It’s predictable, but it plays an undeniable role in shaping the mindset of impressionable youngsters.
Therein, we witness a vast struggle within the fanbase and a continuous argument regarding the worth of match-going folk versus individuals who apply much of their contributions online. It is a stale, stagnant ordeal which epitomises football culture in 2025.
Worryingly, it has spread to mainstream media and made a mockery of some publications and their reliability in reporting accurate news. Thankfully, journalism still exists in small quadrants of the game, and a select few value their work.
Our chief editor, Shaun Connolly, sat with an active member of a globally known outfit.
This individual is a high-ranking contributor who supplies daily content across various social media platforms. They want to build a career in journalism but fear the potential ramifications of their departure.
For the basis of this conversation, and to ensure their identity and standing remain unaffected, this person requested to remain anonymous.
“All I have ever wanted is to spend my days speaking about the football club I support,” they told Shaun. “Contrary to what many people refer to me as I am a genuine supporter, and I want nothing but the best for this team.
“I was handed an opportunity to enter the industry – who wouldn’t do the same? But I never realised the extent of what this meant and the potential damage it could cause.
“On any given day, we are told to report about a random topic that fits an ongoing talking point surrounding the club. The aim is to channel conflict and create division within the online community.
“Sure, I’ve been allowed to speak with players, and this would never have been afforded to me without the position. But, I have failed myself in many ways, and I believe we are contributing towards a stagnant culture within Manchester United.
“In fact, I’m certain we are.”
Unfortunately, little to nothing can be done to combat this behaviour. While infuriating, these individuals are breaking no laws or physically harming anyone.
However, the social torment that builds because of ongoing agendas results in a partition of the fanbase and an endless sense of unease. Furthermore, this accelerates when ex-players take to social media to supply nonsensical comments following an unrelated FA Cup outing.
In an age where a post from a mobile phone can alter the balance of a dressing room, the endless bravado of social celebrities need to be held accountable for their actions.
You may think a tweet is harmless, but it is contributing towards this visceral culture that is finding its way into the hands of young footballers.
You can make money while reporting the truth and refusing to adhere to a nonsensical narrative.
It is not a difficult task, and it steers me towards asking the same old question: What happened to the days of supporting your own?
How do you feel about this lethargic culture threatening the future of our game? Let us know in the comments or across our social channels.
Recent Posts
- The forgotten slow start to a glorious Manchester United campaign
- Manchester United officials retain confidence in Project 150 strategy
- Manchester United Supporters’ Club retain desire for change of ownership
