Medya Okuryazarliği Perspektifinden Taraftar Davranişlarinin İncelenmesi
An Analysis of Football Fan Behavior from the Perspective of Media Literacy

Summary/Abstract: The purpose of this study is to analyze football fan’ behavior from a perspective of media literacy levels. The study features a descriptive and correlational survey method. The study group consists of 300 (47 women and 253 men) fans of Manisaspor which competes in Turkish Football Federation 1. League in 2016/2017 season. The data collection process was carried out by means of the Media and Television Literacy Levels Scale developed by Korkmaz &Yeşil (2011) and The Questionnaire for Measuring Fans’ Attitudes and Behavior developed by Koçer (2012). The data were analyzed through One Way Anova tests, Mann Whitney U and Kruskall Wallis H tests for the data meeting normality of distribution assumption and for nonparametric data respectively. Correlation analysis was also conducted to reveal any correlational pattern. The findings of the study show that the two subscales of media literacy, namely literacy and dependence are significantly correlated with fans’ propensity to engage in violent and aggressive behavior, the effects of the team’s defeat on the individual, support for the team and provoking factors. Literacy is significantly and negatively correlated with violence and aggression, and the effects of the team’s defeat on the individual. It is concluded that media literacy, along with violent and aggressive attitudes of players and fans, has a significant role in developing positive fan behavior. These findings reveal that televising and discussion of sports could create opportunities for sharing of ideas and meaning in attitudes, values and behavior. Sports clubs are recommended to provide their fans with opportunities to create awareness on sports and media literacy issues.

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