مجلة المنظومة الرياضية
Volume 12, Numéro 2, Pages 717-728
2025-09-01
World Cup 2026 And Artificial Intelligence: How Algorithms Are Reshaping Public Discussions On Football Across Social Media
Authors : Ben Salem Toufik . Ishtiwi Ibrahim Salem .
Abstract
Abstract: This article provides an original contribution to the field of sports media and digital interaction by exploring the impact of artificial intelligence on football-related discussions on Instagram during the 2026 World Cup. Based on data from an online survey of 1,200 supporters of men's football teams in North African countries, the study analyzes how algorithms reshape fan engagement, direct content exposure, and influence the nature of football discourse. This research stands out as one of the first to apply and extend theoretical models of digital communication in a sports context, offering a new perspective on the role of AI in shaping fan dynamics. Through thematic analysis, the findings reveal Instagram’s role in fostering fan interaction while highlighting concerns related to content personalization, the creation of echo chambers, and potential algorithmic biases. This study calls for increased awareness and transparency in the use of AI within digital platforms to ensure more diverse and balanced sports discussions among fans on social media.
Keywords
World Cup 2026 ; Artificial Intelligence ; Algorithms ; Discussions ; Football ; Social Media
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