재난방송환경에서 유관중과 인터랙티브 스포츠 중계형식이 잠재 시청률과 방송사 인식에 미치는 효과

윤천석 ( Chun-suk Yoon ) 대한설비관리학회 2021 대한설비관리학회지 Vol.26 No.3

The Corona pandemic is one of the major global disasters in modern times. Both governments and businesses have been forced to deal with it with maximum measures. The sport and broadcasters were not exceptions. For the first time in the Olympic history, the Summer Games were held spectator-free in 2021 in Tokyo. Prior to the COVID-19 crisis, it has been improbable that the Olympics could be held without spectators. This study looked into the viewer’s perceptions on sport broadcasters pertaining to the two different kinds of sports telecasts aired during the COVID-19 crisis. For this study, two experimental visual aids are made. The first one is a regular sport telecast with spectators of the pre-COVID era and the second is a spectator-free interactive telecast in which on-line viewers participated as guests. The three dependent variables were presented as ’broadcaster’s reputation’. ‘viewer’s attitudes toward a broadcast station’ and ‘intentions to watch’. The results showed that for all three dependent variables significant differences were found between a regular game telecast and an interactive one. It indicates that the interactive sport telecasts are favored by the viewers and thus enable sport networks to earn positive perceptions on organizational reputation, attitudinal loyalty and intenion to watch. It effectively denies the conventional wisdom of media professionals that spectators and their fan noise is an inevitable part of sport telecasts. This study shows that interactive telecasts will increase ratings and revenues for networks and should be the pivotal production format. Both sports and sport teams alike can benefit monetarily from the interactive telecast despite of little to no-stadium revenue. Both sports broadcasters and teams can benefit from these findings of interactive telecast.

도심 공원 안전도와 공원 평판 제고를 위한 유명인 팬클럽의 기여도 연구

윤천석 ( Chun-suk Yoon ) 대한설비관리학회 2021 대한설비관리학회지 Vol.26 No.4

The role of city parks has become increasingly important as people work with more technologies while having less contact with nature and people. In addition to its mission of promoting people’s welfare, city parks are designed to preserve the natural environment and help people lower their stress for such as the quality of life and work safety. Scientists insist that the Corona pandemic is a direct outcome of the environmental contamination and climate change. Under the increasing pressure for such causes, the role of urban parks is reemphasized both domestically and globally. This study looked into how the safety perception, reputation and attitude of urban parks can be enhanced. This study focuses particularly on the relationship between park safety perceptions and park visitation as the park safety is one of the major decision factors for park visitation. Past literature shows that the stress level of employee’s life has an significant impact on the prevention of industrial safety accidents. The three dependant variables were suggested using three experimental media articles. The first one was presented for measuring park's current perceptions. The second experimental article shows that a celebrity fan club built a small garden with a bench and flowers under the celebrity name in an urban park. The third article depicts that the celebrity small garden is mismanaged. The results show that the presence of celebrity garden representing the celebrity effects uplifts the safety perception, reputation and attitude of park. However, when the celebrity inner garden was poorly managed, all three dependent variables were lowered significantly. Getting a celebrity fan club involved in the park campaign is an effective way for elevating the citizen’s perceptions of park safety, reputation and attitude. This study further testifies that cooperating with a celebrity fan club for park campaign is an innovative marketing scheme in terms of cost-saving and public relations.

국제스포츠경기에서 한국팀과 상대국팀의 승패가 국가이미지에 미치는 영향

진용주(Jin, Young Ju),윤천석(Yoon, Chun-Suk) 계명대학교 사회과학연구소 2013 한국사회과학연구 Vol.32 No.1

Korean entertainment content such soap operas, movies and K-pop songs are believed to significantly improve Korea"s national image and Korean product perception. This study intends to investigate how the game results of large scale global sporting events influence the credibility perception of entertainment stars of other competing nations. In addition, attitudinal changes toward national image and product purchase intention of the other nation are measured. The results showed that no significant difference was disclosed between the game outcomes and credibility of Korean stars. However, the game results, regardless of a Japanese win over or loss to Korea, substantially lowered the national image of Korea and the purchase intention of Korean products. This finding suggests that national rivalry matches in major sporting events have a significant impact on the perceived image of a nation and its products and therefore have to be managed and utilized carefully. This study extends previous research on the theory of international public relations and communication, and provides managerial guidance for sport marketers.

The Significance and Identification of Conflict Sources among Broadcasters inSecuring Broadcast Rights of Sporting Events

정희돈(Hee Don Jung),윤천석(Chun Suk Yoon) 한국사회체육학회 2014 한국사회체육학회지 Vol.0 No.56

현대 산업에서 가장 대표적인 상호협력 분야가 스포츠와 미디어로 알려져 있다. 특히 높은 시청률과 수익을 보장하는 대형 국제스포츠의 독점 중계권 확보를 놓고 방송사의 치열한 경쟁은 다양한 갈등과 문제점을 초래한다. 올림픽과 월드컵 같은 콘텐츠의 경우는 방송사와 스포츠마케팅 회사 간에 불협화음이 과열 양상을 보여 법적 소송까지 번지는 일이 발생하고 있다. 이 연구는 주요 국제 스포츠중계권 확보를 둘러싼 주요 국내 방송사의 갈등의 원인을 살펴보았다. 델파이 통계 기법을 사용하여 국내 방송사 중계권 실무 관계자와 스포츠 미디어 학자 등 5개의 전문가 그룹을 패널그룹으로 선정하여 방송사간의 갈등의 원인을 분석했다. 연구 결과 각 방송사 내부의 역학관계가 가장 큰 갈등 초래 요인으로 나타났고, 그 뒤를 이어 방송계의 급격한 국내외 환경 변화 그리고 스포츠의 국제화 경향이 주요 갈등 원인으로 드러났다. 이 연구는 대형 스포츠 중계권이 사회적인 이슈로 등장한 최근 상황에서 독점중계권 확보 경쟁에 대한 국내 방송사간 과열 경쟁에 대한 종합적인 원인분석과 해결 방안을 제시하는 국내 최초의 연구로 의미가 있다.

TV방송을 통한 정치커뮤니케이션에서 정치인 성별(Gender)과 출연방송프로그램에 따른 시청자반응

진용주 ( Young Ju Jin ),양정혜 ( Jeong Ae Yang ),윤천석 ( Chun Suk Yoon ) 한국지역언론학회 2013 언론과학연구 Vol.13 No.1

본 연구는 TV매체를 활용한 정치커뮤니케이션에서 정치인 성별(gender)과 정치인이 출연하는 TV방송프로그램에 따른 시청자반응을 검증하고자 하였다. 본 연구의 독립변수인 정치인 성별에 따른 시청자반응을 검증하고자 가상 남녀정치인의 정치공약 연설장면을 촬영한 영상편집물을 활용하였다. 정치인이 출연하는 TV방송 프로그램은 국내의 대표적 방송프로그램 장르인 뉴스방송프로, 교양방송프로, 예능방송프로의 3가지를 활용하여 비교하였다. 연구결과, 정치인이 출연하는 TV방송프로그램에서는 남녀 성별의 구분없이 정치인이 교양방송프로에 출연한 메시지가 뉴스방송프로와 예능방송프로보다 시청자태도가 높게 나타났다. 정치후보자 선택의 향에서도, 남성정치인이 출연한 경우에는 교양방송프로에 출연하는 것이 뉴스방송프로보다 높게 나타났으나, 여성정치인이 출연한 경우에는 유의미한 차이를 보이지 않았다. 동일한 TV방송프로그램에 남녀정치인이 출연한 경우, 뉴스방송프로와 교양방송프로에서는 유의미한 차이를 보이지 않았으나, 예능방송프로에서는 여성정치인이 남성정치인보다 높은 시청자태도가 나타났다. 또한 시청자태도와 정치후보자 선택의향사이에서는 강한 상관관계를 나타내고 있었다. 본 연구는 정치커뮤니케이션에 대한 이론적 외연을 확장하는 동시에, 지방자치단체장 선거, 국회의원 선거, 그리고 대통령 선거 등의 정치커뮤니케이션 현장에서 성별에 따른 효과적인 TV방송프로그램 선정을 위한 실무적 지침을 제공할 것으로 기대한다. This study examines the perceived effectiveness of viewer responses to election campaigns on television according to on-air program type and politician gender. The impact of gender on viewers was assessed using three different types of television program genres: news, morning talk shows, and entertainment programs. In this experimental design, the viewers were shown a segment of a television program in which politicians of each gender gave a speech. The results indicated that regardless of the politician`s gender, viewers showed more favorable responses to political messages when they were broadcast on morning talk shows rather than on the main news. As for the study of male politicians only, viewers favored morning talk shows to news programs. For female politicians, there was no significant difference in the viewer`s response between the two program types. Viewers showed no difference in their response to morning talk shows and news programs when male and female politicians were in both programs simultaneously. However, viewers displayed more favorable responses to female politicians than to male politicians only in the entertainment programs. Regression analysis disclosed a strong interaction effect between the viewer`s response and candidate choice. The outcome indicates that continuing and accumulated viewer`s responses might have given a stronger impact on candidate choice. This study extends current political campaign theory by testing gender effects in the context of television political campaign content. In addition, the outcomes can provide election campaign staff with useful guidance for capitalizing on television programs.