스포츠 활동 참여 활성화를 위한 스포츠 예능 구현 전략 연구 : ˂골 때리는 그녀들˃을 중심으로

초록

This paper analyzes the factors that motivated viewers to engage with soccer through the television program Shooting Stars and explores strategies for utilizing sports entertainment to promote broader participation in the sport. Shooting Stars enhanced the appeal of soccer by enriching the viewing experience: heightening the enjoyment of matches, increasing public interest, offering specialized information, and providing diverse and layered experiences that deepen viewer engagement. These elements have collectively strengthened audience interest in and emotional connection to the sport. Additionally, by providing growth stories based on the players’ ‘authenticity’ through soccer, it induced positive perceptions among viewers and strengthened their desire to participate in sports. Based on the analysis of Shooting Stars, the following strategies are proposed for implementing sports entertainment to enhance participation: First, sports entertainment should promote enjoyment centered on matches that are grounded in healthy competition. By fostering such competition, sports entertainment can have a positive impact on the sport and boost interest by enhancing the enjoyment of the games. Second, sports entertainment should provide diverse information about the sport and create varied experiences. By delivering specialized insights through matches, it can enhance a sense of professionalism, introduce the sport’s culture—thereby deepening understanding of its broader ecosystem—and offer multiple layers of enjoyment that foster greater affection for the sport. Third, it is necessary to create the authenticity of sports based on interaction with viewers, and to provide growth narratives based on this, in order to strengthen viewers' positive perception of sports and their desire to participate in physical activities. Shooting Stars serves as an exemplary case of providing a holistic viewer experience. Further research is needed to apply the sports entertainment strategies derived from the Shooting Stars case to other sports contexts.

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