Analyzing the Perception Structure and Marketing Value of Physical: 100 Using Social Big Data
소셜 빅데이터를 활용한 ‘피지컬: 100’ 프로그램 인식 구조 및 마케팅적 가치 분석
정산 Jung San , 김태훈 Kim Tae-hoon
64(4) 1-19, 2025
DOI:10.23949/kjpe.2025.7.64.4.1
정산 Jung San , 김태훈 Kim Tae-hoon
DOI:10.23949/kjpe.2025.7.64.4.1
Abstract
This study aims to analyze public perceptions of the Netflix original physical reality competition show, “Physical: 100”, through social big data and to compare key interest factors and audience responses between Seasons 1 and 2. By doing so, the study seeks to provide theoretical insights into the structure of content reception and emotional responses, while also identifying practical implications for brand communication strategies based on content-driven sports marketing. Textmining techniques were employed, including keyword analysis, sentiment analysis, semantic network analysis, and CONCOR analysis, using tools such as TextoM, Ucinet 6.0, and NetDraw. Data were collected from Naver and Daum, including web documents, blogs, news articles, and online communities. The data collection period spanned from January 24 to December 31, 2023 for Season 1 and from March 19 to December 31, 2024 for Season 2. The results revealed that Season 1 was primarily characterized by person-centered attention and negative issues, with keywords such as participants, controversy, and school violence dominating. In contrast, Season 2 featured keywords such as Amotti, pop-up store, and brand, indicating broader marketing potential and content extensibility. Sentiment analysis also showed a higher proportion of positive sentiment in Season 2. Additionally, semantic network analysis identified new clusters such as promotion and winner, further suggesting strategic applicability. This study empirically demonstrates that physical reality competition shows can evolve beyond mere entertainment to function as immersive, engagement-driven marketing platforms connecting content, participation, and consumption. These findings offer practical implications for marketing strategy development among sports brands, content platform providers, and related industries.
Key Words
빅데이터, 텍스트마이닝, 감성 분석, 의미연결망분석, 운동 서바이벌 프로그램, Big data, Textmining, Sentiment analysis, Semantic network analysis, Physical reality competition show
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Effects of After-School Taekkyeon Training on Body Composition, FMS, and Balance Control in Adolescent Girls
방과 후, 택견수련이 성장기 여자 중학생의 신체조성과 FMS, 균형조절 능력에 미치는 영향
오두환 Oh Du Hwan , 장경태 Jang Kyeong Tae , 이장규 Lee Jang Kyu
64(4) 21-31, 2025
DOI:10.23949/kjpe.2025.7.64.4.2
오두환 Oh Du Hwan , 장경태 Jang Kyeong Tae , 이장규 Lee Jang Kyu
DOI:10.23949/kjpe.2025.7.64.4.2
Abstract
This study aimed to examine the effects of a 15-week after-school Taekkyeon training program on body composition, functional movement (FMS), and balance control ability in adolescent girls. Eleven middle school girls participated in the program twice weekly for 75 minutes per session, and pre- and post-intervention measurements included body composition, FMS, Y-Balance Test (YBT), and Balance Error Scoring System (BESS). Although significant increases were observed in body weight, fat mass, body fat percentage, and waist-to-hip ratio (WHR), there were no statistically significant changes in lean body mass and Body Mass Index (BMI). In contrast, FMS total and sub-item scores showed significant improvements, with particularly large effect sizes (Cohen’s d ≥ 1.5) observed in Rotary Stability and Hurdle Step. Furthermore, YBT results demonstrated significant increases in both upper and lower limbs, and the number of errors in BESS significantly decreased, indicating enhanced static balance control ability. These results suggest that the complex and repetitive movements of Taekkyeon effectively activate deep core muscles and stimulate proprioception and neuromuscular control, contributing to improvements in functional movement and balance. Consequently, Taekkyeon can be considered a meaningful exercise program to enhance physical function, prevent injury, and improve exercise performance in adolescent girls.
Key Words
택견, 성장기 여학생, 신체조성, 기능적 움직임, 균형 조절, Taekkyeon, Adolescent girls, Body composition, Functional movement, Balance control
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Two Perspectives on the Character Collaboration Marketing of the KBO League: A Perspective Comparison between Mass-Media and New-Media
KBO 리그의 캐릭터 콜라보레이션 마케팅에 대한 두 가지 시각: 언론미디어와 뉴미디어간 관점 비교
이지원 Lee Jiwon , 강준혁 Kang Jun Hyeok , 이준성 Lee Joon Sung
64(4) 33-53, 2025
DOI:10.23949/kjpe.2025.7.64.4.3
이지원 Lee Jiwon , 강준혁 Kang Jun Hyeok , 이준성 Lee Joon Sung
DOI:10.23949/kjpe.2025.7.64.4.3
Abstract
The purpose of this study is to analyze the character collaboration marketing of the 2024 KBO League using social big data and to identify the differences in responses between traditional media and new media. To this end, keywords related to character collaboration marketing of the KBO League were selected and data were collected for about 9 months from March 1, 2024 to November 30, 2024. The data collection channels included Naver, Daum, Google, blogs, Instagram, X (Twitter), and online communities. The collected data were analyzed using Textom and SomeTrend. By conducting word frequency analysis, TF-IDF, and sentiment analysis, the study identified distinct differences in keywords and emotional responses across the two media types. Traditional media primarily featured keywords aimed at official and informational content, whereas new media tended to emphasize emotional expressions and personal opinions from fans. While both media types generally showed positive sentiment, differences were found in the context and intensity of those emotions. This study empirically identified the differences in responses to character collaboration marketing by the media type, suggesting that it can be used as a basic data for future communication strategy and content development research that reflects media characteristics. In addition, practical implications for establishing differentiated sport marketing strategies based on media characteristics were presented.
Key Words
캐릭터 콜라보레이션, 빅데이터, 텍스트마이닝, 감성분석, 스포츠 미디어, Character Collaboration, Big Data, Text Mining, Sentiment Analysis, Sport Media
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The Subject of Desire and Jouissance: An Ideological Analysis of Sports Gambling Addiction
욕망의 주체와 향락(jouissance): 스포츠 도박 중독의 이데올로기적 분석
김소정 Kim So-jung , 김은혜 Kim Eun-hye
64(4) 55-66, 2025
DOI:10.23949/kjpe.2025.7.64.4.4
김소정 Kim So-jung , 김은혜 Kim Eun-hye
DOI:10.23949/kjpe.2025.7.64.4.4
Abstract
This study reconceptualizes sports gambling addiction not as a pathological or behavioral disorder, but as an ideological formation structured by the dynamics of late capitalism. Drawing on Slavoj Žižek’s psychoanalytic theory―particularly the concepts of fetishistic disavowal, perversion, and jouissance―the research examines how gambling operates as a circuit of self-destructive enjoyment. Employing textual and theoretical analysis, the study argues that gambling persists not due to ignorance or irrationality, but because subjects are ideologically interpellated into repeating harmful behavior they consciously recognize as damaging. This repetition is sustained and legitimized by state, corporate, and media discourses that frame gambling as leisure, civic participation, or personal growth. The findings suggest that sports gambling addiction reflects deeper ideological mechanisms of enjoyment, calling for a shift from individualized therapeutic models to structural and philosophical critique. This approach offers new insight into the ethical and political dimensions of addiction in contemporary society.
Key Words
스포츠도박, 중독, 향락, 충동, 이데올로기, 슬라보예 지젝, 사회 구조, Sports gambling addiction, Jouissance, Drive, Ideology, Slavoj Žižek, Social structure
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An Analysis of Researchers’ Subjective Perceptions of AI-Based Measurement Methods in Sports Broadcast Advertising
스포츠 중계 광고의 AI 측정 방식에 대한 연구자들의 기술 수용 인식 유형 분석
신상현 Shin Sanghyun , 박재현 Park Jae-hyeon , 윤지운 Yoon Ji-wun , 이상용 Lee Sang-yong , 이지은 Lee Jieun , 이지용 Lee Ji-yong
64(4) 67-80, 2025
DOI:10.23949/kjpe.2025.7.64.4.5
신상현 Shin Sanghyun , 박재현 Park Jae-hyeon , 윤지운 Yoon Ji-wun , 이상용 Lee Sang-yong , 이지은 Lee Jieun , 이지용 Lee Ji-yong
DOI:10.23949/kjpe.2025.7.64.4.5
Abstract
This study aimed to identify the acceptance potential of AI-based advertising measurement technologies as alternatives to traditional manual measurement methods by analyzing researchers’ subjective perception types in the context of sports broadcasting. To this end, the Q methodology was applied, and 32 experts in the fields of sports advertising and AI technologies were selected as research participants. From an initial pool of 30 Q-population statements derived through literature review and in-depth interviews, a final set of 16 items was constructed. Through Q-sorting and factor analysis, the researchers’ perception types were classified. The analysis revealed three types: first, the “open-minded” type, which expects AI technology to bring broad societal impacts despite limited practical experience; second, the “selective acceptance” type, which takes a pragmatic stance based on utility and reliability; and third, the “preferential” type, which emphasizes full adoption and future value of AI technology. All three types shared a strong distrust of conventional stopwatch-based manual measurement methods and showed positive perceptions of the efficiency and real-time analytical capabilities of AI technology.
Key Words
스포츠 광고, 인공지능, Q 방법론, 광고 효과 측정, 기술 수용, 주관성 유형, AI 광고 분석, Sports advertising, Artificial intelligence, Q methodology, Advertising effect measurement, Technology acceptance, Subjectivity types, AI-based advertising analysis
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Analysis of Emotional Responses to Fairness for Transgender Athletes: A Study based on Social Network Big Data
트랜스젠더 선수 공정성에 대한 감성 반응 분석: 소셜네트워크 빅데이터 기반 연구
김욱기 Wook-ki Kim , 김기탁 Gi-tak Kim
64(4) 81-94, 2025
DOI:10.23949/kjpe.2025.7.64.4.6
김욱기 Wook-ki Kim , 김기탁 Gi-tak Kim
DOI:10.23949/kjpe.2025.7.64.4.6
Abstract
This study analyzed sports fans’ reactions to the fairness of transgender athletes participating in the 2021 Tokyo Olympics and the 2024 Paris Olympics using social network big data. Through this, we would like to identify the issues of transgender athletes who participated in the 2021 Tokyo Olympics and 2024 Paris Olympics, examine the flow of major discourse and emotional reactions, and present implications for discussing sports policy and fairness. As a result of the analysis, first, the main perception of the 2021 Tokyo Olympics was the controversy over transgender athletes’ participation in the Olympics, and the peripheral perceptions were formed by issues such as the participation of transgender female weightlifters, the participation of transgender female soccer players, the controversy over weightlifters at Harvard, and the controversy over the unfairness of the Paralympics. Meanwhile, for the 2024 Paris Olympics, the main perception was the list of transgender athletes and the game issues, and the peripheral perceptions were the controversy over the participation of transgender athletes and the issue of boxing giving up participation in the Paris Olympics. Second, as a result of the difference in emotional reactions to transgender athletes in the 2021 Tokyo Olympics and the 2024 Paris Olympics, positivity decreased from 177 to 109, negativity increased from 85 to 93, and neutrality decreased from 142 to 84. Third, sports fans on social networks can largely summarize the controversy over the fairness of transgender athletes into two parts: the controversy over the participation of transgender athletes themselves, and the controversy over the impact of transgender athletes on the game and the rules for participation. Therefore, for fairness with female athletes, convincing measures should be sought based on the necessity of differentiation policies for each sports event and scientific data.
Key Words
2021 도쿄올림픽, 2024 파리올림픽, 트랜스젠더, 공정성, 소셜네트워크 빅데이터, 2021 Tokyo Olympics, 2024 Paris Olympics, transgender, fairness, social network big data
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Older Adults’ Experiences of Serious Leisure through Football and Its Contribution to Successful Ageing
노인의 진지한 여가로서의 축구와 성공적 노화 경험
김태환 Kim Taehwan , 이강 Lee Kang , 허진무 Heo Jinmoo
64(4) 95-110, 2025
DOI:10.23949/kjpe.2025.7.64.4.7
김태환 Kim Taehwan , 이강 Lee Kang , 허진무 Heo Jinmoo
DOI:10.23949/kjpe.2025.7.64.4.7
Abstract
This study explores the meanings that emerge from older men’s participation in football as a form of serious leisure. In-depth interviews were conducted with ten men aged 65 and older who were active members of football clubs in the Seoul metropolitan area. Data were analyzed using Giorgi’s (1985) phenomenological method. The findings revealed that participants’ football experiences aligned with the six characteristics of serious leisure proposed by Stebbins (1992)― perseverance, career development, significant effort, durable benefits, unique ethos, and strong identity. Rather than perceiving football merely as a physical activity, participants approached it as a structured and long-term leisure practice, through which they restructured the meaning of their lives. In particular, the development of a strong identity was found to be organically linked with the dimensions of successful ageing outlined by Rowe and Kahn (1992). Furthermore, as a team sport, football served as a critical medium for fostering interpersonal interaction and solidarity, thereby mitigating issues such as social isolation, role loss, and the shrinking of social networks. This study highlights the physical, psychological, and social value of football for older men and demonstrates the essential role that serious leisure can play in cultivating a healthy and meaningful later life.
Key Words
노인, 축구, 진지한 여가, 성공적 노화, 현상학적 연구, Older adults, Soccer, Serious leisure, Successful aging
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Comparison of Biomechanical Variables of Lumbar Joint and Dynamic Postural Stability between Barbell and Machine Conditions during the Standing Overhead Press
스탠딩 오버헤드 프레스 시 바벨과 머신 조건 간 동적 자세 안정성 및 요추 관절의 운동역학적 변인 비교
이재우 Jaewoo Lee , 박준성 Junsung Park
64(4) 111-119, 2025
DOI:10.23949/kjpe.2025.7.64.4.8
이재우 Jaewoo Lee , 박준성 Junsung Park
DOI:10.23949/kjpe.2025.7.64.4.8
Abstract
This study aimed to compare and analyze dynamic postural stability and biomechanical variables of the lumbar spine between barbell and machine conditions during the performance of the standing overhead press (SOHP). Fifteen adult males with experience in resistance training participated in the study. Forty-seven reflective markers were attached to joints and body segments of the participants, who then performed the SOHP under both barbell and machine conditions. Kinematic and kinetic data were collected using eight infrared cameras(sampling rate: 250 Hz) and two force plates(sampling rate: 1000 Hz). From these measurements, the maximum moving range of the center of mass (COM) in the anterior-posterior and medial-lateral directions, as well as the peak lumbar joint angles and peak joint reaction forces in each direction, were calculated during both the ascending and descending phases of the SOHP. A paired t-test was conducted to compare the variables. The results showed that during the descending phase of the SOHP, medial-lateral maximum moving range of COM was significantly greater under the barbell condition compared to the machine condition. In all phases, the peak lumbar extension angle was greater under the barbell condition than under the machine condition. Furthermore, the peak compressive joint reaction force in the lumbar joint was higher in the barbell condition during the descending phase.
Key Words
스탠딩 오버헤드 프레스, 동적 자세 안정성, 요추 관절 손상, 프리웨이트, 머신, Standing overhead press, Dynamic postural stability, Lumbar joint injury, Free weight, Machine
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Parenting through Sports among Korean Immigrant Parents in New Zealand: Experiences of Their Roles as Transnational Cultural Transmitters
뉴질랜드 이주 부모의 스포츠를 통한 자녀 양육: 초국가적 문화전달자로서의 역할 경험
장익영 Chang Ik Young
64(4) 121-132, 2025
DOI:10.23949/kjpe.2025.7.64.4.9
장익영 Chang Ik Young
DOI:10.23949/kjpe.2025.7.64.4.9
Abstract
This study aimed to explore how Korean immigrant parents residing in New Zealand perform their roles as cultural transmitters through their children’s participation in sports, and how both parents and children form and transform their transnational identities in this process. To achieve this, semi-structured, in-depth interviews were conducted with ten first-generation Korean immigrant parents living in New Zealand, and the data were analyzed through inductive thematic analysis. The results revealed the following: First, parents tended to regard sports as a peripheral activity due to the educational values internalized in Korea, often expressing conditional support for their children's sports participation. Second, through the inclusive educational and sports environment in New Zealand, parents gradually reappraised the educational and social value of sports, recognizing its positive role in their children’s school adjustment and social relationship-building. Third, parents actively supported their children’s formation of transnational identities by mediating between the cultural values of their home and host countries, fulfilling their roles as cultural transmitters. These findings suggest that in an increasingly mobile contemporary society, sports can function as an important social space that helps ease cultural tensions and supports both parents and children in embracing diverse cultural identities in a healthy and constructive manner.
Key Words
한인 이주자, 부모의 역할, 초국가주의, 문화 전달자, 정체성, Korean immigrants, Parent’s role, Transnationalism, Cultural transmitter, Identity
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An Analysis of Public Perception Through YouTube News Comments on An Se-young’s Remarks Related to the 2024 Paris Olympics
2024 파리올림픽 안세영 발언 관련 유튜브 뉴스 댓글 분석
문보라 Moon Bora
64(4) 133-146, 2025
DOI:10.23949/kjpe.2025.7.64.4.10
문보라 Moon Bora
DOI:10.23949/kjpe.2025.7.64.4.10
Abstract
This study analyzes YouTube news comments related to the remarks made by badminton player An Se-young, aiming to understand the public’s perception of the issue. A total of 51,784 comments from 217 YouTube news videos were collected and preprocessed. The frequency analysis showed that the keyword “association” appeared most frequently. In the TF-IDF analysis, “An Se-young” had the highest score. The topic modeling analysis revealed seven key themes: (1) demands for investigation and reform of corruption throughout the sports sector, (2) issues related to the association's mismanagement of funds and contracts, (3) controversy over the justification and timing of An Se-young’s strong statement following her gold medal win, (4) problems concerning the association's management of player injuries and treatment, (5) criticism of the association leadership and irrational practices, (6) demands for improvement in the authoritarian and unreasonable systems of the association, and (7) support and encouragement for An Se-young. Sentiment analysis revealed that 32.73% of the comments expressed positive sentiments, while 67.27% expressed negative sentiments, indicating that negative comments were more than twice as frequent as positive ones.
Key Words
안세영 발언, 유튜브 뉴스, 댓글, 대중인식, An Se-young’s remarks, YouTube news, Comments, Public perception
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