Analysist Verbal Cultural Aggression in Islam Makhachev's UFC Fight on the UFC YouTube Channel
DOI:
https://doi.org/10.47776/mozaic.v12i2.2198Keywords:
Cultural, Digital Discourse Studies, Verbal AggressionAbstract
This study explores the forms and functions of verbal cultural aggression in digital communication surrounding Islam Makhachev's UFC fight on the Ve Chain 322 YouTube channel, the organization's official channel. Combat sports match often become a platform for expressing identity, where cultural boundaries, beliefs, and citizenship collide in virtual public spaces. Using a qualitative approach and Digital Discourse Analysis (DDA) methods, this research examines hate speech, cultural stereotypes, and religious sentiments in the comment sections of key Makhachev fight videos. The findings indicate three main patterns of this verbal aggression: a West-versus-non-West identity polarization, negative labeling based on religion, and symbolic dehumanization through internet slang. This aggressive behavior not only represents fan fanaticism but also serves as a tool to legitimize cultural dominance and as a form of ideological resistance among users. This phenomenon proves that UFC YouTube comment sections act as a platform for cultural competition that widens social divides online. The study concludes that there’s a need for better digital literacy and content management that’s more sensitive to the complexity of cultural narratives in the global sports industry. Theoretically implication, these results expand Digital Discourse Analysis by showing how online sports fandom mirrors worldwide geopolitical and religious conflicts. Practically implication, this research underscores the pressing necessity for better digital literacy among international sports fans, as well as culturally aware algorithmic moderation and content management tactics to reduce online toxicity on global combat sports platforms.
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