Abstract
In this study, the events in Metaverse are discussed. For this purpose, Metaverse-themed digital media content was analyzed. The research universe is Metaverse-themed magazines, and the sample is Metaverse Türkiye E-Magazine. The study is critical because it is the first study on the activities in the Metaverse and contributes to the literature. The magazine was analyzed by applying the content and discourse analysis method in the MAXQDA program. The findings obtained are as follows: Content and discourse on Metaverse phenomena and concepts, meetings/promotions/conferences, event dimensions, and festivals are produced in the magazine. The most frequent discourse in the magazine is related to macro Metaverse concepts and phenomena. The least frequent is about meetings/ promotions/ conferences.Quality and signature events constitute the digital event dimension in the Metaverse universe. When the discourses of the magazine are analyzed on a micro-scale, it is striking that proper names containing Metaverse concepts are used as subjects. As a result, considering the growing number and size of events held in Metaverse, it is crucial to research planning and implementing event management in Metaverse.
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