The Impact of Social Media on Football Culture in Iraq

In Iraq, where football is recognized as a symbol of identity, historical heritage, and social cohesion, social media through the promotion of multimedia content and the creation of an open space for dialogue has transformed the traditional perceptions of the sport. The present study, titled “The Impact of Social Media on Football Culture in Iraq,” examines how these platforms influence the reinterpretation of traditional narratives and the emergence of new cultural dimensions in Iraqi football. To achieve this objective, a mixed methods approach was employed; initially, Netnography was used to record and analyze online interactions, and subsequently, thematic analysis was applied to code the data meticulously. The study’s population comprised athletes, coaches, club managers, sports journalists, and online activists, with a purposive sample of ۳۱ participants selected for the research. Data analysis resulted in the identification of three overarching themes, four organizing themes, and twenty-six basic themes, reflecting the multifaceted impact of social media on the semantic structure of Iraqi football. The findings indicate that, on one hand, social media provides the means to revive longstanding narratives and strengthen social cohesion, while on the other hand, its rapid dissemination of information brings challenges such as multiple interpretations and the potential for inconsistencies in conveying cultural values. In this context, it appears essential to develop strategic policies and manage content in a way that preserves the authenticity of cultural elements and harnesses digital innovations to facilitate positive transformation in the sports arena.

کلیدواژه ها:

Social Media ، Football culture ، Social Identity ، Cultural Capital ، Platform studies