여성 스포츠아나운서의 은퇴 후 인플루언서 활동에 대한 내러티브 연구 = A Narrative Study on the Post-Retirement Influencer Activities of Female Sports Announcers

다국어 초록 (Multilingual Abstract)

This study analyzed the limitations experienced as a sports announcer, the process of deciding to retire, the transition to influencer, and the limitations and future prospects of influencer activities from various angles. The research participants consisted of six retired female sports announcers with various careers, including activities on terrestrial sports channels and as announcers. The data were collected through in-depth interviews based on interview sheets, and the results were derived through narrative analysis procedures. The research results showed that female sports announcers decided to retire due to unstable employment environments and difficulties in balancing work and family. After retirement, they naturally entered the influencer industry based on the recognition they had built up through their previous broadcasting activities and engaged in various activities such as advertising and brand product sales. However, stereotypes about announcers, a sense of responsibility as a public figure, and a male-centered follower structure acted as constraints on influencer activities. Nevertheless, the research participants showed a positive outlook on the future as influencers through strengthening their branding and professionalism. This study provides practical implications for the career development of female professionals in the sports media industry by deeply analyzing the phenomenon of retirement and career diversification of female sports announcers, and suggests ways to secure competitiveness in the influencer market.