TOXIC CULTURE: AN EMOTION AND SENTIMENT ANALYSIS OF COLLEGE FOOTBALL FANS IN RELATION TO CONTROVERSY AND WIN-LOSS RECORDS
Semester of Graduation
Master of Mass Communication (MMC)
Fans of certain college football teams will experience a wide array of emotions when their team is involved in a scandal. This study examined the fan bases of three university football teams as they learn about and react on social media to their schools and head coaches becoming implicated in controversies. Under the protection of those with similar likes and the secrecy of social media, users can voice opinions in favor of and against the football team’s firing of a coach or handling of an investigation. Fan bases analyzed in the study are Ohio State University, Maryland University, and Baylor University. Using Crimson Hexagon, Tweets from the fans of each university are used to gauge emotion and sentiment from the time an incident was made public to when a final decision on the program or coach’s punishment was made. Through a combination of qualitative and quantitative efforts, findings revealed a moderate amount of sadness felt by each fan base regarding the incident as well as joy and disgust. While many Tweets were identified as neutral in emotion, Crimson Hexagon failed to detect those who were surprised by the news. These results show how fan bases have reacted to information that may jeopardize their team and hypothesizes how future scandals may affect fan bases.
Jackson, Joshua R., "TOXIC CULTURE: AN EMOTION AND SENTIMENT ANALYSIS OF COLLEGE FOOTBALL FANS IN RELATION TO CONTROVERSY AND WIN-LOSS RECORDS" (2019). LSU Master's Theses. 4928.
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