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빅데이터 분석을 활용한 스포츠 예능 프로그램 성공 요인 분석 연구 : 최강야구를 중심으로

Determining the Factors Influencing the Success of Sports Entertainment Programs using Big Data Analysis : Focussing on “A Clean Sweep”

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국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2024.06|체육과학연구 (Korean Journal of Sport Science)|제35권 제2호|pp. 249-262

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빅데이터Big data프로야구Professional baseball스포츠 예능프로그램최강야구Sports entertainment programsA clean sweep
주제분류체육

초록

[목적] 본 연구는 빅데이터 분석을 통해 스포츠 예능프로그램 최강야구의 성공요인을 파악하고자 한다. [방법] 이를 위해 소셜 빅데이터 분석 프로그램 텍스톰과 사회연결망 분석 Ucinet6를 활용하여 텍스트마이닝, 감성분석, TF-IDF, 연결중심성, 의미연결망분석을 실시하였으며, 연구기간은 2022년 6월 6일부터 2023년 11월 30일까지한정하였다. [결과] 분석 결과, 첫째, 성공요인은 예능프로그램, 월요일, OTT, 독립리그가 추출되었다. 둘째, 이벤트 및 마케팅 요인은 최강야구X켈리, 최강야구X엄마사랑, 응원가, 유니폼, 직관데이가 추출되었다. 셋째, 신인배출 요인은 신인드래프트, 황영묵, 원성준, 정현수가 추출되었다. 넷째, 감성요인은 긍정(좋다, 재미있다, 기대된다, 최고다, 웃기다 등), 부정(난해하다, 아쉽다, 충격적이다, 싫다, 불편하다 등)이 추출되었다. 다섯째, 스타마케팅 요인은 감독(이승엽, 김성근), 선수(이대호, 정근우, 유희관, 김문호, 박용택, 이택근)이 추출되었다. [결론] 이처럼 본 연구의 결과를 통해 최강야구의 성공요인들을 파악할 수 있었으며, 본 연구결과가 프로야구는 물론스포츠 예능프로그램의 활성화에도 기여하는 기초자료가 될 수 있기를 기대한다.

Abstract

PURPOSE This study aimed to identify the factors influencing the success of the sports entertainment program “A Clean Sweep” using big data analysis. METHODS Text mining, sentiment analysis, TF-IDF, connection centrality, and semantic network analysis were conducted using the social big data analysis program Textom and social network analysis program Ucinet6. The research period was limited from June 6, 2022 to November 30, 2023. RESULTS The factors determining success were entertainment programs, Monday, OTT, and independent league. The events and marketing factors were extracted, and A Clean Sweep X Kelly, A Clean Sweep X Mom love, cheering song, uniforms, and direct viewing day influenced success. The new hire factors were rookie draft, Young-Mook Hwang, Sung-Joon Won, and Hyun-Soo Jeong. Positive (such as good, fun, looking forward to, best, and funny) and negative (such as esoteric, regrettable, shocking, dislike, and uncomfortable) emotional factors were also extracted. The extracted star marketing factors were directors (Seung-Yup Lee, Sung-Geun Kim) and players (Dae-Ho Lee, Geun-Woo Jung, Hee-Kwan Yoo, Moon- Ho Kim, Yong-Taek Park, Taek-Geun Lee). CONCLUSIONS We were able to identify the success factors of “A Clean Sweep”, which we hope will contribute to the revitalization of professional baseball as well as sports entertainment programs.

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