For my MSc in Football Communications and Digital Marketing at UCFB, I produced a dissertation that examined how social media contributes to hostility and fan rivalry during the Old Firm Derby between Celtic and Rangers. The project explored how online interactions on X (formerly Twitter) shape the emotional intensity of the fixture and influence fan identity and behaviour.
I carried out a qualitative content analysis of posts and replies shared around the May 2025 derby, categorising tone, language, and fan affiliation to uncover recurring themes of hostility. The research combined academic perspectives on digital fandom and social identity theory with real-world social media data to better understand how online spaces amplify rivalries that already exist offline.
The study achieved a Distinction and was praised for its originality and depth of analysis. It allowed me to combine my academic knowledge with my passion for football and social media, developing skills in digital research, data categorisation, and critical interpretation that continue to inform how I approach fan-focused content today.