Content Strategies of Russian and Spanish Me dia Football League on the YouTube Platform

Datos Bibliográficos

ID3017558
AutoresK L Zuykina (0000-0002-2199-197X, Lomonosov Moscow State University), V Mudrik (0009-0000-7287-9307), Svetlana Mudrik (Lomonosov Moscow State University), D A Khomich (0000-0002-5420-4987, Lomonosov Moscow State University)
Año2025
Volumen24
Número6
Páginas121-132
Fecha de publicación2025-09-11
Open AccessSí
TipoARTICLE
RevistaVestnik NSU Series History and Philology (JOURNAL)
Identificadores de la revistaISSN: 1818-7919
EditorialNovosibirsk State University (NSU) (PUBLISHER)
DOI10.25205/1818-7919-2025-24-6-121-132
OpenAlexW4414268575
IdiomaEN
Citas recibidas1
Referencias citadas11

The article focuses on the content strategies used by media football league (MFL) clubs in Russia and Spain on the YouTube platform. The primary research method used was content analysis, allowing us to characterize the key features of video content. The material for the study consisted of 116 videos ranging from 1 minute to 7 hours in length, representing various content formats during different competitive periods in 2023. The findings reveal both general trends and specific variations in the content strategies of MFL clubs in the two countries. Notably, video content produced by Russian MLF clubs demonstrates greater diversity in genres compared to that of Spanish clubs. In addition to common genres such as broadcasts, press conferences, and match reviews, Russian clubs also produce content in genres such as story, challenge, and vlog. The main actors in the video content from both countries are soccer players (96.2% in Russia and 86.8% in Spain), MFL management representatives, competition hosts, and fans. There are also similarities in terms of views, but the number of reactions (likes, dislikes, and comments) from Russian users is higher than that from Spanish users

Content analysis · Football · League · Digital Games and Media · Digital Marketing and Social Media · Sports, Gender, and Society