”JAG KAN INTE HELLER SPELA FOTBOLL MEN JAG LÅTER BLI”. En kvantitativ innehållsanalys på fans kommentarer på fotbollslags Instagram-inlägg vid en förlust.

Sammanfattning: This bachelor thesis is an analyze on football fans behaviors on social media in affect after a loss, specifically on Instagram. It is then specifically on three Swedish football teams Instagram that has been analyzed, and the teams chosen are Malmö FF, IFK Göteborg and AIK. The focus on the analysis has been on the posts they put on their social media and the comments that supporters write on that post, especially after a loss. The theories used for this thesis is Uses & Gratifications theory, Personal-Social Identity theory and Fan Motivations theory. The analyze focuses on three different sorts of questions that focuses on different parts of a supporters comment, and those are: 1. What does supporters focus on after a loss when they are commenting? Is it the team, the opposite team, the players, the coach, the referee or the fans? 2. What kind of mood does the comments have? Are they annoyed, humorous, irritated, supporting or hateful? 3. In what way does the supporters describe themselves when they are writing? Are they writing like part of a collective group or writing from their own personal perspective? These questions have then been analyzed in a quantitative content analysis, to see how often certain comments are showing and to get an idea of how fans write after a loss, with examples of different comments showing of different kinds of moods. The comments by supporters appeared to focusing mostly on the team, secondly on the players. The mood of the comment was most of the times annoyed or irritated, but also could be supportive or humorous. After losing a game, fans mainly write from their own perspective, and if they did write from a perspective as part of a collective or a group, they were more often positive and supportive, as in writing in their own perspective they were more annoyed and irritated. It also showed that supporters write most of the times in a negative way when they comment on their favorite club social media posts. Depending on which football club supporters the focus slightly shifted on what they were writing and their mood, but mostly the supporters was writing about the team or the players in an annoyed mood when their favorite club lost a game.