BEING ABLE TO LOOK AT THE CHAMPIONSHIPS OF FENERBAHÇE FOOTBALL TEAM BEFORE 1959 IN THE INTERACTION OF INSTAGRAM AND SOUR DICTIONARY: NETNOGRAPHY STUDY EXAMPLE

Abstract

In today's social world, there is a process in which online communities gain importance. This period, which is called the digital maturity period, witnesses a period in which social life is transferred to the internet, digital traces of certain beliefs and thoughts are interpreted, and social understanding is examined in depth. As this research is an exploratory qualitative study, it was conducted to address the dynamics of competition among football fans in online communities. Thanks to the netnographic insight, a series of explorations of Fenerbahçe's pre-1959 championships were reflected from the perspective of different virtual fan communities. Virtual fan comments in sour dictionary were analyzed according to content analysis. According to the results of the research; Online battles are taking place between groups of virtual fans over pre-1959 championships. Some virtual fan groups defend their championship claims by referring to the foundation year of the Turkish Football Federation. Virtual communities supporting different teams state that before 1959 leagues had local status. It is understood that the reason for the virtual wars between the fan groups is the "star application" initiated by the Turkish Football Federation. It is seen that some virtual fan groups produce intense content based on the logo on Instagram. Team logos are used as a stimulus to give a message to the other party. The amount of stars in logos is seen as a symbol of superiority among fan groups. Based on these results, the following recommendations were made. The procedures, principles and statutes of determining the championship in the history of Turkish football can be compared with the status of determining the championship in the history of European football. By conducting similar researches on different football clubs, virtual fan dynamics can be investigated more comprehensively. In future research, netnographic studies that give more space to visual data flow can be carried out.