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

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.