An analysis of the factors influencing intercultural communication through social media: A case study on the etymology Youtube channel

With the advent of the 21st century, digitalization has gained increasing momentum. As McLuhan states, it integrates both existing and emerging communication media, transforming the world into a global village. Consequently, new communication environments have undergone significant transformations across various fields, including education, business, health, politics, and tourism. This transformation underscores the importance of conducting research in the context of intercultural communication. However, an examination of the existing literature reveals that while many studies employ quantitative methods, there is a notable lack of qualitative research exploring the factors affecting intercultural communication—particularly studies that can uncover the "invisible side of the iceberg." The aim of this study is to understand and define how intercultural sensitivity and awareness influence intercultural communication through an analysis of YouTube user comments. Therefore, YouTube video narratives and corresponding user comments were selected as the primary data sources for this research. Conducted within a highly structured case study design as part of qualitative research, the study adopted a hermeneutic and interpretative paradigm. The Etimoloji YouTube channel, which features special interviews with resident foreigners in Turkey, was chosen as the focal point of analysis. In line with this objective, two primary research questions and their respective sub-questions were formulated. To address these questions, 14 representative videos—selected based on the highest number of views, likes, and comments—were identified using typical case sampling within a purposeful sampling strategy. Among the 19,186 user comments, 9,863 negative comments met the inclusion criteria and formed the study group. The study examined the role of social media and social network dynamics in shaping factors that hinder intercultural communication, particularly in the interactions of foreigners residing in Turkey. This evaluation was conducted through an interdisciplinary approach, drawing on relevant literature and utilizing a coding model. The YouTube video interviews and comments were systematically coded and analyzed using MAXQDA Qualitative Data Analysis Software. The research model incorporated cognitive, affective, and linguistic components to provide a comprehensive framework for analysis. The findings indicate that user comments predominantly reflect themes related to affective processes that reduce intercultural sensitivity. Additionally, expressions triggering xenophobia were frequently observed within the overarching theme of xenophobia.