International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Developing of Sports Commentator Attribute Scale for Adaptation to ICT and New Media Platform Era

  • Choi, Eui Yul (Department of Sports Marketing, Keimyung University) ;
  • Jeon, Yong Bae (Department of Sports Management, Dankook University)
  • Received : 2020.06.27
  • Accepted : 2020.07.10
  • Published : 2020.08.31
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Abstract

The purpose of this research is to organize panels centered on professional workers and experts in the sports media industry, identify structures and items of sports media commentators' attributes that conform to the present era through the collective agreement process, and evaluate the derived measures according to the scale development procedure. We would like to shed new light on the nature of commentators due to the rapid development of broadcasting technology and the emergence of new media platforms, the emergence and expansion of smart media receptors and the changing environment of modern sports broadcasting. For this purpose, a panel of experts from academia and industry related to sports management and sports media was organized and the attributes of commentators were analyzed using the Delphi method. Technology development in the sports market has created a new sports consumption environment. In these consumer environments, various environmental factors influence the consumer's consumption culture of sports consumers. For example, professional information, as well as interpretations of sports culture, history and society are becoming their share for sports commentators, and viewers are demanding more diverse characteristics from sports commentators. In this respect, the study of sports commentator attributes can be a deep understanding of the rapidly changing culture of sports consumption.

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