뇌파분석을 통합 시청자 반응 연구: 2006 월드컵방송 해설자에 대한 감정을 중심으로 = An Analysis Using Brainwave Measurement (EEG): A Study on TV Viewers' Response to Sports Broadcasters During the 2006 FIFA World Cup

다국어 초록 (Multilingual Abstract)

This research is focused on TV viewers’response to sports broadcasters from three major TV broadcasting stations in South Korea during the 2006 FIFA World Cup. This study is designed to measure two major factors, ① attitude and ② brainwave in the TV audience’s responses. This study is also projected to analyze the audience’s emotional degree by measuring the brainwave in the right parietal lobe at which most emotional responses are known to take place in human brain. This research anticipates that TV viewers might show their attitudes and emotional changes toward the broadcasters during the World Cup period. Thus, the study predicted that there might be a U-shaped relationship between emotion and attitude among TV audiences. In order to conduct the research, this study used the longitudinal method, which collected all available material involved with the TV audience’s attitude and brainwave before and after the World Cup period. The analysis of the data showed that the viewers’ attitude toward the broadcasters changed statistically significant. However, it also showed that there was a marginal change in the audience’s emotion. The research also found that there was a U-shaped relationship between emotion and attitude, which indicates that the viewers’ attitude will likely change as affective responses. Therefore, the main purpose of this study lied in understanding media phenomena through the biological index, brainwave, which is not likely distorted by the cognitive, or linguistic process. This study examined the relationship between the two main factors, attitude and affective responses through brainwave measurement. This study also explored that this newly adapted method might give a more accurate and sophisticate account for media phenomena.

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