Gambling Narratives on Video Platforms: A Linguistic-Thematic Study of Fortune Tiger (“Jogo do Tigrinho”) on YouTube
DOI:
https://doi.org/10.5753/reic.2026.8462Keywords:
Online Gambling, Digital Influencers, YouTube, Fortune Tiger, Linguistic-Thematic AnalysisAbstract
The promotion of online gambling by digital influencers has become a growing social concern. In Brazil, Fortune Tiger, popularly known as Jogo do Tigrinho, gained visibility on YouTube through narratives that promise quick profits. This study analyzes how such content is constructed and disseminated on the platform through a large-scale linguistic-thematic analysis. Based on automatic transcription, topic modeling, and linguistic feature extraction, we identify two predominant narratives: a promotional one, which is dominant and linguistically simpler, and a critical one, marked by greater lexical diversity and more consistent engagement. The results reveal a structural imbalance in the discourse on online gambling.
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