채널 이미지 및 진행자 선호도와 채널 선택과의 상관관계 연구 : 2004 아테네 올림픽 중계방송을 중심으로 = (The) study of correlation between the image to the TV channel and the preference to broadcasters, and the choice of channel

다국어 초록 (Multilingual Abstract)

This study has been made for if the image to the TV networks, which is the preference and credibility to the networks, and the preference to the sports broadcaster and commentator, correlate with the viewers' choice of channel of sports broadcast during the Olympics. For all of these I have looked into if the preference and credibility to the main 3 TV networks, the preference to sports relay broadcast and favorite broadcaster or commentator correlate with the whole TV channel and the main watching channel of soccer, judo and archery games which have been TV audience's favorite sports events during the Olympic Games. So I examined which factor has a bigger influence on the choice of TV channel between the preference and credibility to the networks and the program hosts.
Subjects of this study are as follows.
<subject 1> Does the preference to the TV networks affect the choice of channel of sports relay broadcast?
<subject 2> Does the credibility to the TV networks affect the choice of channel of sports relay broadcast?
<subject 3> Does the preference to the sports relay broadcast affect the choice of channel of sports relay broadcast?
<subject 4> Does the preference to broadcaster affect the choice of channel of sports relay broadcast?
<subject 5> Does the preference to commentator affect the choice of channel of sports relay broadcast?
In view of the results of the survey, it turned out that the audience's choice of particular channel is more related to the preference to the broadcaster or commentator than the credibility or preference to the networks. All the respondents who usually watched a specific channel during the Olympics didn't show higher preference and credibility to that channel than those to other networks, but their preference to broadcaster and commentator of that channel surely turned out to be higher. So it's obvious that the TV audience choose the channel according to the preference to the program hosts than their ordinary image to the TV channel.
But the correlation is variable according to the sports events; in the case of popular sports event like soccer game, the preference to the program hosts is highly related to the audience's choice of channel, but in the case of ordinarily less broadcasted events like judo and archery, the correlation is relatively low.
As the result of the investigation into the quality of broadcaster or commentator, which has the most important influence on the preference to the program hosts, the audience understood that 'professional knowledge of the specific sports event' and 'the competence of analysis and prediction' are more important to the commentators, and 'speaking ability', 'correct pronunciation and good voice', and 'savoir-faire and sense of humor' are more essential to the broadcasters. In addition regarding the audience's motivation of watching sports broadcast, 'the motivation for pursuing interest and enjoyment', 'the motivation for cheering up their favorite teams or players' and 'the motivation for obtaining information and knowledge on sports' act on as positive ones, but on the other hand 'the motivation for talking and harmonizing with others' and 'habitual motivation' turned out to be negative ones.
Therefore in order to induce the viewers' choice of channel in sports broadcast we need to concentrate our efforts on cultivating broadcasters and commentators who can satisfy viewer's positive motivations. Regarding program hosts' quality, we have to make efforts to improve commentator's specialization and broadcasters' program managing skill.

목차 (Table of Contents)

• 목차
• 목차 = ⅰ
• 표 차례 = ⅳ
• 그림 차례 = ⅵ
• 국문초록 = ⅷ
• Ⅰ. 서론 = 1
• 1. 문제 제기 = 1
• 2. 연구 목적 = 3
• Ⅱ. 이론적 배경 = 5
• 1. 채널 이미지 인식에 대한 일반적 연구 = 5
• 1-1. 이미지의 개념 = 5
• 1-2. 기업 이미지 = 6
• 1-3. 방송사 이미지와 채널 이미지 = 7
• 2. TV 프로그램 시청동기에 대한 일반적 연구 = 11
• 2-1. 이용과 충족 연구 = 11
• 2-2. 텔레비전 시청동기 연구 = 12
• 3. 스포츠와 매스미디어 = 16
• 3-1. 스포츠와 매스미디어의 관계 = 16
• 3-2. 올림픽과 방송 = 18
• 4. 스포츠 중계방송 진행자의 자질 = 24
• 4-1. 스포츠 캐스터의 자질 = 24
• 4-2. 스포츠 중계 해설자의 자질 = 26
• 4-3. 스포츠 캐스터와 해설자의 관계 = 28
• Ⅲ. 연구문제 = 31
• 1. 연구문제 = 31
• Ⅳ. 연구 방법 = 34
• 1. 자료 수집 및 분석 방법 = 34
• 1-1. 조사 기간 및 대상 = 34
• 1-2. 자료의 수집, 처리 및 분석 방법 = 34
• Ⅴ. 연구 결과 = 37
• 1. 응답자 특성 및 주요 변수 기술통계 = 37
• 1-1. 응답자의 인구통계학적인 특성 = 37
• 1-2. 방송 3사 선호도, 신뢰도 및 스포츠 중계방송 선호도 = 38
• 1-3. 아테네 올림픽 스포츠 중계방송 시청 행태 = 40
• 1-4. 아테네 올림픽 축구 중계방송 시청 행태 및 진행자 선호도 = 42
• 1-5. 아테네 올림픽 유도 중계방송 시청 행태 및 진행자 선호도 = 44
• 1-6. 아테네 올림픽 양궁 중계방송 시청 행태 및 진행자 선호도 = 47
• 1-7. 진행자 자질 중요도 인식 및 스포츠 중계방송 시청동기 = 50
• 2. 연구문제 결과분석 = 52
• 2-1. 스포츠 중계방송 시청 채널에 따른 방송사 선호도 = 52
• 2-2. 스포츠 중계방송 시청 채널에 따른 방송사 신뢰도 = 57
• 2-3. 스포츠 중계방송 시청 채널에 따른 스포츠 중계방송 선호도 = 62
• 2-4. 스포츠 중계방송 시청 채널에 따른 선호하는 캐스터 = 67
• Ⅵ. 결론 = 75
• 1. 결과 요약 = 75
• 2. 연구의 한계 및 제언 = 78
• 부록 : 설문지 = 80
• 참고문헌 = 89
• ABSTRACT = 92