تحلیل واکنش‌های کاربران رسانه‌های اجتماعی به رفتار هواداران تیم تراکتور پس از قهرمانی با رویکرد نظریۀ ساخت اجتماعی واقعیت

Abstract
This research aimed to analyze social media users’ reactions to Tractor FC fans’ behavior following the club’s first championship title after 55 years. The historic event of Tractor’s championship in the Iranian Premier League (2024-2025 season) created diverse and conflicting reactions in Iran’s virtual space, examined through the social construction of reality theory. The research was designed using a qualitative approach and Charmaz’s grounded theory. The sample included 13 participants from three groups: digital media experts (4 people), online sports media content managers (3 people), and active social media users interested in football (6 people). Data was collected through semi-structured interviews and analyzed using three-stage coding. Findings revealed that 77 focused codes were reduced to 14 categories and 5 main concepts. The five main categories were: discriminatory structures and inequality, creation of power hierarchies and superiority, techniques of humiliation and cultural destruction, psychological-social consequences and behavioral control, and restriction and control of public space. These categories were positioned in a complex network of mutual relationships. Research results showed that users’ reactions went beyond simple reflection of existing realities and acted as active factors in the continuous process of constructing and reconstructing social meanings in digital space. Public space control played a regulatory role that influenced the manifestation of other categories. The consequences of these reactions were not limited to virtual space but had profound psychological-social implications for users, negatively affecting their mood, self-confidence, and sense of social belonging.
Keywords: Social Media, Social Construction of Reality, User Reactions, Football, Tractorsazi Tabriz.
 
1. Introduction
The emotional behavior of football fans during victory moments represents a complex phenomenon shaped by cultural, social, and psychological factors. Football culture has evolved from a masculine domain discouraging emotional displays to now allowing open expression of joy and grief during pivotal moments (Ben Porat, 2024). Fans experience an “emotional pendulum,” shifting from excitement to disappointment based on team performance, creating collective experiences that strengthen social bonds (Friedman, 2020). Globalization has led to diverse fandom expressions worldwide, combining local traditions with global influences (Doidge & Lieser, 2013).
Social media platforms have become primary venues for generating diverse reactions, particularly around controversial topics. These platforms can reinforce social inequalities and echo chambers (Foratini & Clarete, 2021), while emotional interactions contribute to extreme viewpoints including racist and misogynistic content (Boler & Davis, 2020). The social construction of reality theory provides an appropriate framework for understanding how different reactions form on social media (Hadiwijaya, 2023), emphasizing that reality is constructed through complex social processes involving media’s role in externalization, objectification, and internalization of reality.
Tractor Tabriz’s 2024-2025 Iranian Premier League championship victory and subsequent social media reactions exemplify the complex interaction between social construction theory and behavioral-social consequences. After their first championship in 55 years, thousands of fans entered Yadgar-e Imam Stadium to celebrate—behavior considered normal in European leagues but facing contradictory reactions in Iran’s virtual space. Research shows users display distinct behavioral patterns during sporting events, with positive events leading to polarized responses based on team loyalty (Takeichi et al., 2014). Comparing these reactions with European football patterns reveals deep cultural differences in defining fan behaviors, highlighting the need for research bridging these gaps within Iran’s cultural context.
 
2. Materials and Methods
This qualitative research employed Charmaz’s grounded theory approach to explore social media user reactions to fan behaviors, using purposive and snowball sampling to select 13 participants across three groups: digital media experts, online sports content managers, and active social media users interested in football. Data collection was conducted through semi-structured in-depth interviews designed to uncover interaction patterns, content sharing motivations, and virtual space experiences. The analysis followed three stages of grounded theory coding (open, axial, and selective) to identify behavioral patterns and develop a comprehensive theory explaining social media user behavior in response to sports events. Ethical considerations specific to digital environments were prioritized, including informed consent, privacy protection, confidentiality of user accounts, and secure handling of interview recordings to prevent potential misuse and protect digital privacy.
 
3. Data
The initial coding phase constituted the first step in the analytical process, wherein the researcher conducted a comprehensive examination of collected data to identify underlying concepts. From the transcribed interview texts, after removing repetitive and irrelevant content, 371 key points were identified, which were ultimately converted into 240 initial codes. Following the completion of initial coding and the establishment of necessary analytical pathways, focused coding commenced, resulting in the identification of 77 focused codes that were subsequently reduced to 14 categories and 5 main concepts.
The five primary categories identified were: 1) discriminatory structures and inequality, comprising discrimination axes in social media, creation of artificial differences in social media, and digital divisive strategies; 2) creation of power hierarchies and superiority, involving establishment of artificial distance and superiority, and hegemonic strategies in social media; 3) cultural humiliation and degradation techniques, including cultural humiliation techniques in digital space and focus on violence and deviance; 4) psycho-social consequences and behavioral control, featuring psycho-social consequences in digital space, morale weakening in social media, and advanced manipulation techniques in social media; and 5) limitation and control of public space, characterized by disregard and exclusion in digital space, negative propaganda and publicity, and creation of unfavorable environment in social media.
 
3. Discussion
This research, utilizing Berger and Luckmann’s theoretical framework of social construction of reality, demonstrates that social media users’ reactions to Tractor fans’ behavior following their championship victory operate beyond mere reflection of existing realities. These reactions function as active agents in the continuous process of constructing and reconstructing social meanings within digital spaces. The study identified five primary categories in this social construction process: discriminatory structures and inequality, creation of power hierarchies and superiority, cultural humiliation and degradation techniques, psycho-social consequences and behavioral control, and limitation and control of public space. These categories operate within a complex network of mutual, bidirectional, and self-reinforcing relationships, with public space control serving as a central regulatory mechanism. The findings reveal that discriminatory structures are reproduced through repetition of specific behavioral patterns, creating echo chambers where biased viewpoints are normalized. Users unconsciously reproduce power structures in virtual spaces, utilizing mechanisms such as likes, comments, and shares to strengthen their group’s position while weakening others. Cultural humiliation and degradation techniques serve as powerful tools for redefining identities and social positions, while psycho-social consequences extend beyond virtual spaces, negatively affecting users’ mood, self-confidence, and sense of social belonging.
 
4. Conclusion
This research demonstrates that social media users’ reactions to Tractor fans’ behavior are products of a complex process of social construction of reality involving five interconnected categories that exist within a network of mutual, bidirectional, and self-reinforcing relationships. The findings reveal that these reactions extend beyond virtual spaces, carrying deep psychological-social consequences for users. The study was conducted with limitations including focus on a specific event, lack of quantitative data, cross-sectional nature, and geographical constraints. Future research should include longitudinal studies, cross-cultural comparative studies, mixed-methods approaches, deeper algorithm analysis, and intervention research to reduce negative reactions and promote constructive digital interactions.