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<p>Football matches are highly emotional events where fans express identity through "Tifos"—choreographed flag and banner displays. While emotions are central to sports fandom, academic research has inadequately explored the full range of emotional responses to such cultural phenomena, especially in digital engagement contexts. Addressing this gap, this study employs an emotional experience framework to examine fan attitudes and emotions toward Tifos in professional football, mining social media data (YouTube/Twitter) with sentiment analysis. It addresses two questions: (1) What are fans’ general attitudes toward Tifos? (2) What specific emotions do Tifos evoke? Results show predominantly positive sentiment, with content analysis identifying primary emotions (Joy, Trust, Surprise, Fear) and secondary emotions (Pride, Love, Optimism, Hope) as core to fan discourse. The findings theoretically integrate emotion theory into sports media research and offer practical insights for enhancing fan engagement strategies.</p>

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Investigating the ‘‘Tifo’’ phenomenon in football games: a sentiment analysis on YouTube and Twitter

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年10月31日

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  • Chao Zhao,
  • Bo Jin

摘要

Football matches are highly emotional events where fans express identity through "Tifos"—choreographed flag and banner displays. While emotions are central to sports fandom, academic research has inadequately explored the full range of emotional responses to such cultural phenomena, especially in digital engagement contexts. Addressing this gap, this study employs an emotional experience framework to examine fan attitudes and emotions toward Tifos in professional football, mining social media data (YouTube/Twitter) with sentiment analysis. It addresses two questions: (1) What are fans’ general attitudes toward Tifos? (2) What specific emotions do Tifos evoke? Results show predominantly positive sentiment, with content analysis identifying primary emotions (Joy, Trust, Surprise, Fear) and secondary emotions (Pride, Love, Optimism, Hope) as core to fan discourse. The findings theoretically integrate emotion theory into sports media research and offer practical insights for enhancing fan engagement strategies.