A QUALITATIVE ANALYSIS OF SUPER CHAT MESSAGES IN LIVE STREAM ON YOUTUBE FOOTBALL CHANNELS

Öz

This study aims to reveal the interaction dynamics between fans and channels by analyzing Super Chat messages in live streams on YouTube football channels using the content analysis method. The data consists of Super Chat messages collected over a specific period and was analyzed using MAXQDA software. The findings indicate that viewers' messages are concentrated around various themes. The main themes identified through the analyses are as follows: questions for broadcasters (27.6%), criticism of the rival team/management (18.7%), support for broadcasters (17.3%), transfer suggestions (9.5%), criticism of club management/technical staff/players (9.5%), criticism of the Turkish Football Federation (7.5%), support for club management/team (7.1%), and criticism of referees (2.7%). These themes reflect viewers' motivations to support broadcasters, provide criticism, and engage with various football-related topics through the use of Super Chat. This study offers significant insights into the dynamics of how fans engage with digital platforms through paid interaction models.

Anahtar Kelimeler

• Super Chat
• YouTube
• Fan Interaction
• Live Stream
• Football

A QUALITATIVE ANALYSIS OF SUPER CHAT MESSAGES IN LIVE STREAM ON YOUTUBE FOOTBALL CHANNELS

Öz

Bu çalışma, YouTube futbol kanallarındaki canlı yayınlarda Süper Chat mesajlarını içerik analizi yöntemiyle inceleyerek, taraftarlar ile yayıncı kanallar arasındaki etkileşim dinamiklerini ortaya koymayı amaçlamaktadır. Çalışmanın verisi, belirli bir zaman aralığında toplanan Süper Chat mesajlarından oluşmakta olup, MAXQDA yazılımı kullanılarak analiz edilmiştir. Bulgular, izleyici mesajlarının çeşitli temalar etrafında yoğunlaştığını göstermektedir. Analizler sonucunda elde edilen başlıca temalar şunlardır: yayıncılara yöneltilen sorular (%27,6), rakip takım/yönetim eleştirisi (%18,7), yayıncılara destek ifadeleri (%17,3), transfer önerileri (%9,5), kulüp yönetimi/teknik ekip/oyunculara yönelik eleştiriler (%9,5), Türkiye Futbol Federasyonu eleştirisi (%7,5), kulüp yönetimi/takıma destek mesajları (%7,1) ve hakem eleştirileri (%2,7). Bu temalar, izleyicilerin yayıncılara destek verme, eleştiride bulunma ve futbol bağlamındaki çeşitli konulara katılım sağlama motivasyonlarını yansıtmaktadır. Çalışma, taraftarların dijital platformlarla ücretli etkileşim modelleri aracılığıyla nasıl ilişki kurduklarına dair önemli bir bakış sunmaktadır.

Anahtar Kelimeler

• : Süper Chat
• YouTube
• Taraftar Etkileşimi
• Canlı Yayın
• Futbol

Kaynakça

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