24-25 시즌프리미어리그 중계채널 동적 스코어보드의 다층적 문화 요소와 동적 표현 방식 연구 -득점 순간 표현을 중심으로- = A Study on Multi-Layered Cultural Elements and Dynamic Expression Methods of the 24-25 Season Premier League Broadcast Channel's Dynamic Scoreboard －focusing on the expression of scoring moments-

다국어 초록 (Multilingual Abstract)

This study analyzes cultural elements and dynamic expression methods in goal moments of Premier League scoreboards during 2024-25 season. Premier League's introduction of customized goal motion graphics for 20 clubs demonstrates sports visual culture transformation. Since existing research primarily focused on static visual elements, academic exploration of motion graphics as new visual culture is necessary.This study employed element classification and comparative analysis methods to categorize the goal motion graphics of 20 Premier League clubs according to their cultural sources and analyzed differences in visual expression based on city scale. The research findings are as follows. First, the cultural elements of goal motion graphics were classified into three types: club culture (14 clubs), city culture (7 clubs), and fan culture (5 clubs). Emblem extension graphics were most frequently utilized by 10 clubs, while animal motifs appeared as the primary visual theme in 7 clubs. Second, clubs located outside London actively utilized city cultural elements, whereas London-based clubs tended to emphasize their unique cultural elements. This reveals the difference in visual strategies between multi-club cities and single-club cities. Third, in terms of dynamic expression methods, the following five specific strategies constitute the visual language of goal moments, conveying a sense of victory and aggression: ①Directionality evokes positive associations through consistent flows of 'bottom-to-top' and 'left-to-right'; ②Dynamic emblem processing features the transformation of animal elements from static states to dynamic attacking postures; ③Color expression is based on clubs' representative colors, creating distinct cultural confrontational atmospheres in derby matches; ④Sound visualization converts club anthems and fan chants into dynamic visual elements; ⑤Within the limited time of 4 seconds, 'GOAL' text is naturally combined with clubs' distinctive cultural elements to achieve maximum visual identification effects.This study is significant in that it expands the research field of sports visual culture from static elements to motion graphics, and can be developed into comparative studies with various leagues, fan reaction studies, and temporal change studies in the future.