The Metaverse, a merging of real and virtual worlds, has garnered significant global attention. Initially a science fiction concept, it has gained traction with advancements in virtual and augmented reality, blockchain technology, and investments from major companies like Facebook (now Meta). This study explores Turkish perspectives on the Metaverse, leveraging Twitter data to understand public sentiment and future expectations. The study's focus on Turkey is pertinent given its early adoption of Metaverse technologies, including virtual land purchases. The research utilizes a one-week period of heightened public interest, triggered by a Turkish television program featuring the Metaverse, providing a unique lens into the emerging societal dialogue around this technology.

Existing literature highlights the Metaverse's potential for social interaction, community building, and economic activity. The metaverse is seen as a potential platform for various sectors including gaming, education, and commerce. However, concerns have been raised about the potential for media addiction, ethical dilemmas related to virtual identity, and the lack of regulation within these environments. Previous studies have used sentiment analysis to gauge public opinion on similar technological advancements; however, this study focuses specifically on the unique Turkish context and utilizes the specific period of increased public awareness following the airing of a major television program. The concept of sociology of expectations provides a theoretical basis for understanding how anticipation influences social behavior, technology adoption, and market investments in the metaverse space.

This qualitative study employed sentiment analysis techniques on 10,437 Turkish tweets containing the hashtag "metaverse" from January 10-17, 2022. The MAXQDA 2022 software facilitated data collection and analysis. The research process involved data collection, pre-processing (though no stop word removal or punctuation handling was done), feature extraction and classification via coding of tweets based on sentiment and future expectations, and visualization of themes. Nine themes and 18 categories were identified. Reliability checks ensured inter-coder agreement of 82%. The researchers analyzed the tweets, categorizing them based on expressed emotions and expectations for the future of the metaverse. Visual and textual data were both analyzed for themes.

Analysis of the tweets revealed a range of emotions: curiosity, anger, feelings of helplessness regarding real-life problems, dissatisfaction, worry, and fear. Regarding future expectations, several themes emerged, categorized as concerns, prospects of the Metaverse gaining or losing importance, uncertainties, and expectations towards virtual life. Concerns centered around the potential for exploitation, danger (including cyberbullying and health issues), societal unpreparedness, ethical breaches, and addiction. Some tweets expressed concern about Turkey potentially lagging behind in technological development and the resulting financial implications. Ethical concerns focused on the lack of established rules and regulations in the Metaverse. Prospects for the future of the Metaverse were divided: some anticipated significant growth and positive applications (improved ease of life, new services and markets), while others foresaw a decline due to various factors such as insufficient content or inadequate technological adaptation. Uncertainty regarding the Metaverse's long-term viability was prevalent. In terms of expectations regarding virtual life, several observations included beliefs about the Metaverse enabling impossible real-life actions, altering moral judgments, fostering more equitable environments, and offering life-simplifying applications. Specifically, some tweets suggested the possibility of immortality in the Metaverse and concerns about moral collapse. Discussions on how discrimination will play out in the virtual world also revealed divided opinion.

The findings highlight a complex and ambivalent public response to the Metaverse in Turkey. The mixture of excitement, concern, and fear reflects the inherent uncertainties surrounding a nascent technology with potentially transformative social, economic, and ethical implications. The anxiety expressed likely stems from anxieties about technological dependence, disruption of social norms, and the potential for misuse. The study's focus on a specific time period after a public discussion offers a unique perspective on how hype and media coverage influence public perception. The contrasting viewpoints on the Metaverse's future – whether it will flourish or fade – underscore the need for more research to understand these dynamics. The observed ethical concerns emphasize the need for proactive regulatory frameworks to mitigate potential harms.

This study provides valuable insights into Turkish public perception of the Metaverse, revealing a complex emotional landscape shaped by both curiosity and apprehension. The findings suggest a need for increased public education and responsible technological development. Future research should explore the long-term societal impacts of the Metaverse and inform the development of ethical guidelines and regulations.

This study's scope is limited to a specific week of tweets following a particular media event, which may not fully represent long-term attitudes. The lack of sociodemographic data on the Twitter users limits the ability to analyze the influence of background factors on sentiment. Future studies could benefit from broader temporal scope and richer user data.