INTERAKTIVITAS NETIZEN PADA CHANNEL YOUTUBE OURAGAMING (Analisis Isi Dalam Konten ‘Lemon membara!! Evos vs RRQ Match 1 Match Panas Papan Atas!!')

This research will discuss the interactivity of netizens in the content on the Oura Gaming youtube channel. The purpose of this study is to analyze the interactivity of netizens in the content of "Burning Lemon!! EVOS vs RRQ Match 1 Top Hot Match!!" which was uploaded on the Oura Gaming YouTube channel. The research approach uses a positivism paradigm that refers to the understanding that knowledge can be obtained through objective observation and empirical research, with the aim of uncovering the general laws that govern the observed phenomena. The data analysis used is in the form of quantitative data. Data was collected from netizens' comments on the video, which was then analyzed to identify interaction patterns and characteristics. . The results showed that the interactivity in the content displayed a high level of participation from netizens with variations in emotional expression, responses, and contribution of ideas. The most dominant interaction characteristics include mitigating conflict, building bridges, emotional support, sense of presence, and disgust. This research provides insight into the dynamics of interaction in controversial gaming content and raises new questions about the role of interactivity in shaping online communities.