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
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초록
본 연구는 2006년 월드컵 기간 중 방송3사 해설자에 대한 시청자 반응의 변화에 대해서 연구하였다. 월드컵 프로그램에 대한 시청자들의 반응을 측정하기 위해 ① 설문지를 활용한 전통적인 태도 측정 방법과 ② 뇌 우두정엽에서 나오는 생리적 뇌파를 각각 측정 분석하였다. 연구의 진행을 위해 본 연구에서는 태도 - 감정 독립가설을 채택하였다. 즉, 뇌 우두정엽은 감정반응을 담당하는 영역이므로 해당 뇌파측정치로 감정적 각성의 정도를 파악할 수 있다는 가정하에 뇌파를 측정함으로서, 대상에 대해 형성된 태도와 감정적 요소와의 연관성을 파악하고자 하였다. 기존 문헌연구를 통해 월드컵 기간 동안 시청자들은 해설자들에 대한 태도와 감정의 변화를 일으키고, 감정과 태도는 U자형 관계가 있을 것으로 예상하였다. 연구목적을 달성하기 위해 월드컵 개막 전에 사전조사를 하고, 폐막 즈음에 사후조사를 하는 사전ㆍ사후 측정연구로 설문방법을 활용한 방송3사 해설자에 대한 태도측정과 뇌파 자료를 수집하였다. 실험결과 월드컵 동안 방송3사 해설자들에 대한 태도는 통계적으로 유의미하게 변화하였으나, 감정은 제한적으로 변화하였다. 반면, 태도와 감정사이에 U자형 관계는 일부에서만 통계적으로 유의미하게 나타났다. 이로서 태도가 극단적으로 갈수록 감정적 각성이 강하게 나타난다는 경향을 관찰할 수 있었다. 결과적으로 본 연구는 인지적으로나 언어적으로 왜곡되지 않은 생리적 지표인 뇌파를 통해 미디어 수용현상을 이해하고자 시도되었다. 나아가 뇌파로 측정한 감정적 각성지표를 태도와 함께 살펴봄으로서 미디어 수용현상 연구에 더욱 정교한 설명이 가능한지를 살펴보고자 하였다.
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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