스포츠미디어의 유통 콘텐츠 결정요인으로서 스포츠 스타

• 영문명: Sports Celebrities as a Determinant of Sport Media Distribution Contents: Focusing on Tacit Premise of Agenda Setting Theory
• 발행기관: 한국유통과학회
• 저자명: 유상건(Sang-Keon YOO) 김용은(Yong-Eun KIM) 서원재(Won-Jae SEO)
• 간행물 정보: 『유통과학연구(JDS)』제17권 제10호, 83~91쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - Media is a significant distributional channel in sport. In terms of determining the influencer in building sport media contents, recent sport media studies have employed agenda-setting theory, assuming media itself as the agenda provider. In a real-world situation, however, sports stars have been deemed key factor determining distribution contents in sport. The starting point of this study is the “tacit premise” of agenda-setting theory. Given the agenda-setting theory, the current study attempted to explore the function of sport stars as an agenda provider, which is a key determinant of sport distribution. Research design, data, and methodology - This study has reviewed articles of Yuna Kim, Sang-hwa Lee, and Hyun-jin Ryu from daily newspapers including as dong-a ilbo and joongang ilbo (2013 to 2017). The study collected data, portable document format (PDF), from the online archive of dong-a ilbo and joongang ilbo. We coded the length of the article, the frequency, the size of the picture, and the structural form of the article. Inter-coder reliability was compared with data previously investigated by the researcher. Inter-coder reliabilities for study 1 and 2 was .89 and .85. To examine hypotheses, descriptive analysis, correlations, and cross-tap analysis were performed. Results - The results partially supported the hypotheses proposing the significant role of sports stars as the agenda setters in distributing sport media contents. In specific, the study found that the number of articles about sports stars prevailed the number of articles about regular athletes. Besides, studies found that the use of photos was more frequent in articles of sports starts than that of regular athletes. In sports newspaper articles, featured story articles were used more than straight-articles for news relating to sports stars. Also, sports newspaper of sports stars contained more information associated within an event rather than outside of an event. Conclusions - In

목차

Abstract

1. 서론

2. 연구 방법

3. 연구 결과

4. 논의 및 결론

References

키워드

Sport Media Distributional Channel Sport Newspaper Sport Star Agenda Setting Agenda Provider