스포츠 영웅의 미디어프레임과 수용 특성 연구

Abstract

The goal of this study is three-fold: first, to identify patterns of hero frames that have been built by several sports media in Korea; second, to find out what are the characteristics of reporting in emphasizing sports heros; and third, to examine the differences between hero frames created by the media and the audience's perception about the media frames on the sports hero. To solve the research questions, news stories about a famous baseball player Lee Seung-yup who broke the Asian homerun record in 2003 were selected as the subject of the research. Then this study analyzed how the newspapers such as Sports Chosun and Joongang Daily and the broadcast media such as MBC-TV and KBS-1TV have used framing strategies to present Lee as a sports hero of Korea. Patterns of media frames created by the Korean media were carefully analyzed using Gamson and Lasch's framework, and the differences between the frames built by the media and the perception of the audience on the media frames about Lee were also examined. Gamson and Lasch's framework has been considered to provide useful and comprehensive explanations about media framing. As research methods, a content analysis of news stories from newspapers and broadcast news programs was performed to look at the media frames, and then a survey of media reporters and college students was conducted to examine their perception on the media framing of sports stars. Based on the survey results, this study looked at the differences between the media frames and audience's perception on it. Five media frames suggested by Gamson and Lasch were used to find whether media frames exist in the news stories about Lee, such as nationalism, commercialism, supremacy of the victory, sensationalism, and sexism.