프로스포츠 선수를 위한 소셜미디어 규정의 필요성과 활용방안- 한국프로야구를 중심으로 -
The Necessity and the Utilization Plan of Social Media Rule for Players in Professional Sports
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초록
본 연구는 한국프로스포츠리그(한국프로야구 중심)에 적용되고 있는 현 소셜미디아 규정을 조사하였다. 국내외 프로스포츠리그에서의 소셜미디어는 팬들과의 관계성립, 스포츠의 인기와 홍보활동, 정보공유 등의 목적으로 사용되고 있다. 하지만, 국내 프로스포츠리그 선수들의 소셜미디아 사용이유와 사용혜택에 대한 이해는 현저히 부족해 보인다. 한국프로야구의 현 소셜미디어 규정과 미국프로야구와 미국 주요 프로스포츠 리그들의 규정의 비교분석을 통해, 소셜미디어 규정의 개선 방향과 소셜미디어 사용의 이해 및 인식변화에 대한 필요를 도출하게 되었다. 구체적으로, 각 프로리그에 소속된 구단들은 그들만의 스포츠 소셜미디어 문화를 조성해야 한다. 본 연구의 핵심은 프로스포츠 선수들을 위한 소셜미디어 규정의 확립 및 바람직한 사용의 필요성을 시사한 것에 있다. 구체적인 규정과 소셜미디아 사용교육 및 인식의 전환을 통해 구단과 선수들의 적극적이고 전략적인 소셜미디어 사용을 권장한다. 미디어 시대에 대응하며 팬들의 요구에 부응하는 프로스포츠가 되기를 기대해 본다.
Abstract
The current study examined the social media rule implemented by Korean Baseball Organization (KBO). Domestic and international professional sport governing bodies are constantly creating and using several social media outlets in order to build a strong relationship with their fans, promote the sport and events with popularity, and share current information and news regarding the teams and players. However, it seems that there is no great support and understanding on the use of the professional athletes’ social media and its benefits. Through a comparative analysis of current social media rules adopted by KBO and other international professional sport leagues such as Major League Baseball (MLB) and other major professional sports leagues, the current study provided both recommendations for social media rule development in professional sport leagues and the necessity of realizing the importance of the use of social media and changes in perception regarding social media. Concretely, teams in professional sport teams should start to create their own culture within social media. By combining both qualitative and quantitative studies on the use of different social media platforms by KBO teams, the overall patterns of users can be evaluated. As part of desirable social media culture, engaging in social media should be the first means of communication for fans to follow their favorite sport, teams and athletes. The current study contributes to an understanding of the establishment of distinct social media rule and its correct position within professional sport leagues, teams, and athletes. It is essential that professional sport leagues need concrete rules on social media, social media channels specific training for participants, and finally the participants’ changes in understanding towards social media. The current study also recommends the tactical and active use of social media by the teams and athletes. Thereby, the authors of the current study expect Korean professional sport leagues to be continually loved by their fans and prospective fans.
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