소셜 빅데이터를 활용한 올림픽 · 월드컵 화제성에 관한 연구

최영환(Choi, Young-Hwan) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.62

The purpose of this research is to understand the degree of concern about the Olympic Games and FIFA World Cup and to suggest basic data for establishment of marketing strategies through collecting search volume in the venue of those two events and finding its decision factors and the difference in search volume by country, region, season, and venue. For the purpose of the study, we collected data from 4 countries, Canada, the UK, Brazil, and South Korea - for comparison with domestic data - where Olympics and World Cup were held from 2010 to 2014, and 5 events were selected as the subjects of the study (the Vancouver 2010 Olympic Winter Games, 2010 FIFA World Cup South Africa, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, and 2014 FIFA World Cup Brazil). Oneway ANOVA and DecisionTree were used for statistical processing. The conclusion of this study are as follows. 1. Is there difference between the search volume between the Olympic Games and FIFA World Cup? The search volume was different between the Olympic Games and FIFA World Cup: it was greater in FIFA World Cup in all events and duration between 2010 and 2014. In the UK and Brazil which top soccer countries, the search volume for FIFA World Cup was greater than that of the Olympics. 2. Is there difference by countries regarding the degree of concern about the (summer/winter) Olympics and FIFA World Cup? 1) The search volume for the Olympics was different by countries. In particular, throughout the target period (2010-2014), the greatest was found in Brazil, while low in South Korea and the UK. No difference was found during the events. 2) There was no difference by countries in search volume for FIFA World Cup. 3. Is there difference in the degree of concern by season (off-season, Winter Olympics, Summer Olympics, FIFA World Cup, before and after Winter Olympics, before and after Summer Olympics, and before and after FIFA World Cup)? 1) The search volume for the Olympics was different by season. It reached its peak during the events, with the highest for the Summer Olympics. 2) The search volume for the FIFA World Cup was different by season. It reached its peak during the events, with the highest just before the events. 4. Is there difference according to hosting experience (current venue, previous venue, next venue, no hosting experience)? 1) The search volume for the Olympics was different by hosting experience. It was the highest in the current venue while the lowest in the countries with no hosting experience. 2) The search volume for FIFA World Cup was not different by hosting experience. 5. Is there difference by event (the Vancouver 2010 Olympic Winter Games, the London 2012 Olympics Games, the Sochi 2014 Olympic Winter Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil)? The search volume was different by event. It was high for the London 2012 Olympics Games, 2010 FIFA World Cup South Africa, and 2014 FIFA World Cup Brazil while low for the Winter Olympics (the Vancouver 2010 Olympic Winter Games and the Sochi 2014 Olympic Winter Games). 6. What are the decision factors in the search volume for the Olympics and FIFA World Cup? The most important decision factor of the search volume was ‘Season’ for the Olympics, ‘Country’ for the Summer Olympics , and ‘Hosting Experience’ and ‘Event’ for other seasons (Winter Olympics, before and after Summer Olympics, before and after Winter Olympics, and off-season) The greatest search volume was found in Brazil during the London Olympics, which is followed by Canada, the venue of the event, during the Winter Olympics. The third was taken by London and South Korea, which showed high search volume during the London Summer Olympics. The fourth was given to Canada during the Sochi Winter Olympics. In regards of FIFA World Cup, Canada’s search volume was the greatest during the

Changes in the symbolism of korean national flag through the 2002 fifa world cup: cultural popularization and political disempowerment of national flag

( Burn Jang Lim ),( Kyong Sik Kim ),( Sun Yong Kwon ),( Eun Ha Koh ) 한국스포츠정책과학원(구 한국스포츠개발원) 2004 International Journal of Applied Sports Sciences Vol.16 No.1

This study attempted to examine the changes of the symbolism of national flag, specially cultural and political symbolism, through the 2002 World Cup. Based on the purpose of this study, the following research questions were proposed. First, was there any change in the cultural symbolism of national flag through the World Cup? If so, how was it changed? Second, was there any change in the political symbolism of national flag through the World Cup? If so, how was it changed? The methods of this study were participant observation, interview, and content analysis. Based on research methods and procedures of this study, the conclusion of this study is as follows. First, the 2002 FIFA Wold Cup influenced the aesthetic expression and symbolism of the appreciative culture in terms of the cultural symbolism of national flag. It was changed from ritual symbol of official ceremony in national holiday, social event, and sport event before the World Cup to artistic, aesthetic, and expressive symbol in ordinary occasions after the World Cup. In other words, the ways of using national flag had been found in the uniform and special events before the World Cup. After the World Cup, however, it was changed into various, fashionable, and artistic forms in fashion, concert, movie, music, architecture, and living goods. Second, the 2002 FIFA Wold Cup influenced the evaluative norm of the cultural symbolism of the national flag. It was changed from the keeping of traditional and normative propriety toward the national flag before the World Cup to the weakening of those restrictions after. Because standard to keep moral value and propriety was changed after the World Cup, People tend to be physically and mentally free when coping with the national flag. Third, the 2002 FIFA World Cup influenced the political symbolism of the national flag. It appeared that the laws regarding the use of national flag was legislated after the World Cup. Symbols of national flag were changed from dignity and authority before the World Cup to freedom, passion, and pride after. The non-political images of national flag are being portrayed while people perceive it as an intimate and lovely object. The dignity and authority of national flag is politically disempowered.

2002 FIFA 월드컵을 통한 태극기의 상징성 변화: 문화적 일상화 및 정치적 탈권위화

권순용 ( Sun Yong Kwon ),고은하 ( Eun Ha Koh ),임번장 ( Burn Jang Lim ),김경식 ( Kyong Sik Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2003 체육과학연구 Vol.14 No.4

본 연구의 목적은 2002 FIFA 월드컵을 통한 태극기의 상징성 변화를 규명하는데 있다. 이 연구는 참여관찰, 면접, 내용분석의 연구방법을 활용하여 진행하였다. 연구에서 도출한 결론은 다음과 같다. 첫째, 2002 FIFA 월드컵은 태극기의 문화적 상징성인 심미적 표출과 감상 문화의 상징성에 영향을 주었다. 월드컵 이전 국경일, 사회행사, 그리고 스포츠 행사 등 공식적인 행사의 의식 상징(ritual symbol)에서 월드컵 이후 일상생활 속에서의 예술적, 심미적, 표출적 상징으로 변화되었다. 둘째, 2002 FIFA 월드컵은 태극기의 문화적 상징성인 평가적 규범 문화의 상징성에 영향을 주었다. 월드컵 이전 태극기에 대한 전통적ㆍ규범벅 예절ㆍ의식 준수에서 월드컵 이후 태극기에 대한 전통적ㆍ규범적 구속력의 약화로 나타났다. 셋째, 2002 FIFA 월드컵은 태극기의 정치적 상징성에 영향을 주었다. 월드컵 이전 태극기의 사용 규제에서 월드컵 이후 태극기의 사용 규제 완화로 나타났다. 월드컵 이전 엄숙, 존엄, 권위 등 차별의 상징에서 월드컵 이후 친숙, 자유와 열정, 자긍심 등 친화의 상징으로 나타났다. This study attempted to examine the changes of the symbolism of national flag, specially cultural and political symbolism, through the 2002 World Cup. Based on the purpose of this study, the following research questions were proposed. First, was there any change in the cultural symbolism of national flag through the World Cup? If so, how was it changed? Second, was there any change in the political symbolism of national flag through the World Cup? If so, how was it changed? The methods of this study were participant observation, interview, and content analysis. Based on research methods and procedures of this study, the conclusion of this study is as follows. First, the 2002 FIFA World Cup influenced the aesthetic expression and symbolism of the appreciative culture in terms of the cultural symbolism of national flag. It was changed from ritual symbol of official ceremony in national holiday, social event, and sport event before the World Cup to artistic, aesthetic, and expressive symbol in ordinary occasions after the World Cup. In other words, the ways of using national flag had been found in the uniform and special events before the World Cup. After the World Cup, however, it was changed into various, fashionable, and artistic forms in fashion, concert, movie, music, architecture, and living goods. Second, the 2002 FIFA World Cup influenced the evaluative norm of the cultural symbolism of the national flag. It was changed from the keeping of traditional and normative propriety toward the national flag before the World Cup to the weakening of those restrictions after. Because standard to keep moral value and propriety was changed after the World Cup, People tend to be physically and mentally free when coping with the national flag. Third, the 2002 FIFA World Cup influenced the political symbolism of the national flag. It appeared that the laws regarding the use of national flag was legislated after the World Cup. Symbols of national flag were changed from dignity and authority before the World Cup to freedom, passion, and pride after. The non-political images of national flag are being portrayed while people perceive it as an intimate and lovely object. The dignity and authority of national flag is politically disempowered.

국내 월드컵경기장 부지 내 외부공간 현황조사 및 활용방안에 관한 연구

유다솔 ( Yu Dasol ),유영수 ( You Youngsoo ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.7

(Background and Purpose) The World Cup, one of the international sports events, has a positive impact on the host count ry and the city. However, the utilization of the World Cup stadium is important because the maintenance and management of facilities after the World Cup is a heavy burden to the host. Domestic World Cup stadiums have not been properly utilized si nce the 2002 World Cup. For this purpose, this paper suggest a strategic utilization direction by paying attention to the outsi de space of the World Cup Stadium. (Method) This study reviewed FIFA's facilities standards and the restrictions on the us e of the stadium through related regulations. Based on this, the types of utilization methods through the spatial characteristic s, programs other than sports facilities, and urban context of the World Cup Stadium were examined. First, feature of the sp atial on 10 stadiums were classified by identifying the types of complexes and comparing the exterior space area with the fl oor area other than the stadium-related facilities. The status of non-related use of the facilities other than the lower space of the stadium stand and the facilities related to the stadium was classified. Finally, each stadium was classified based on urb an conditions such as accessibility land use around the stadium and day-time population. The final types of each stadium we re derived based on the classification according to these three criteria. (Results) Ten World Cup stadiums in South Korea cl assified into four types and two exceptional stadiums. Depending on each type, there are various types of outdoor facilities s uch as living SOCs or parks, events for visitors and programs that can be operated on a regular basis, support facilities for o utdoor activities, programs using the surrounding environment and outdoor facilities that can support them, and use them thr ough various events in stadiums and outdoor spaces by increasing the variability of the stadium facilities themselves and by conducting surveys on the surrounding environment and stadiums. (Conclusions) This study suggested utilization measures for the type of revitalization of the outside space of the World Cup Stadium. It is meaningful that existing research and data can be compared and reviewed through the latest data. Moreover this study is expected to be the basic data of how to utilize the external space when individual World Cup stadiums need to be improved in the future as an approach to vitalizing the out side space of the World Cup Stadium.

롤랑 바르트의 기호학을 통한 월드컵 엠블럼의 의미작용에 관한 연구

몽효리,한석원 한국상품문화디자인학회 2022 상품문화디자인학연구 Vol.68 No.-

There are 18 emblems from the 5th tournament in 1954 to the 2022 Qatar World Cup. The World Cup is held by countries under the same theme to promote exchanges around the world and has characteristics such as globality and sustainability. The host countries are worth developing World Cup emblems to suit their culture and creating and researching various emblems at the national level. Therefore, this study set 18 World Cup emblems as research subjects and analyzed the meaning of World Cup emblems from the perspective of Roland Bart’s second-stage semantic semiotics. The first stage contains an external meaning in which symbols interact, such as the host country’s traditional culture, national symbols, and national flag symbols, in which the World Cup emblem shaping elements appear. In the second stage, the contents of the World Cup, the traditional culture of the country, the symbolic color of the national flag, and the symbolic symbol of the first ocular meaning are given new public meanings, expressing the World Cup’s sports spirit, and promoting World Cup and equality. Finally, if you explain the World Cup emblem using Roland Bart semiotics, you can reach the conclusion that it is logical, rational, and easy to understand the World Cup and the cultural contents of the host country. 1954년 제5회부터 2022년 카타르 월드컵까지 18개의 엠블럼이 있다. 월드컵은 같은 주제로 국가별로 개최돼 세계 각국의교류를 촉진하고 있으며, 주기성, 세계성과 지속성 등의 특성을 갖고 있다. 개최국들은 자국의 문화에 맞게 월드컵 엠블럼을 개발하고, 국가 차원에서 다양한 엠블럼을 만들어 연구할 가치가 높다. 따라서 이번 연구는 18개 월드컵 엠블럼을 연구대상으로 설정해 롤랑 바르트의 2단계 의미작용 기호학적 관점에서 월드컵 엠블럼이 갖는 의미를 분석했다. 1단계는 월드컵 엠블럼 조형 요소가 등장하는 개최국의 전통 문화, 민족 상징과 국기 상징색 등 기호가 상호작용하는 외시적 의미를 담고 있다. 2단계는 월드컵의 내용, 국가의 전통 문화, 국기의 상징색, 보편적인 사회 이념이 1차 외시 의미의상징 기호에 새로운 공시적 의미를 부여하고 월드컵의 스포츠 정신을 표현하고 월드컵과 평등을 촉진하는 함축적 의미를부여하는 역할을 한다. 마지막으로 롤랑 바르트 기호학을 활용해 월드컵 엠블럼을 설명하면 논리적이고 합리적이며 월드컵과 개최국의 문화 콘텐츠를 쉽게 알 수 있다는 결론에 도출할 수 있다.

A Study on FIFA Partner Adidas of 2022 Qatar World Cup Using Big Data Analysis

Kyung-Won Byun 한국인터넷방송통신학회 2023 International Journal of Internet, Broadcasting an Vol.15 No.1

The purpose of this study is to analyze the big data of Adidas brand participating in the Qatar World Cup in 2022 as a FIFA partner to understand useful information, semantic connection and context from unstructured data.Therefore, this study collected big data generated during the World Cup from Adidas participating in sponsorship as a FIFA partner for the 2022 Qatar World Cup and collected data from major portal sites to understand its meaning. According to text mining analysis, ‘Adidas’ was used the most 3,340 times based on the frequency of keyword appearance, followed by ‘World Cup’, ‘Qatar World Cup’, ‘Soccer’, ‘Lionel Messi’, ‘Qatar’, 'FIFA’, ‘Korea', and ‘Uniform’. In addition, the TF-IDF rankings were ‘Qatar World Cup’, ‘Soccer’, ‘Lionel Messi’, ‘World Cup’, ‘Uniform’, ‘Qatar’, ‘FIFA’, ‘Ronaldo’, ‘Korea’, and ‘Nike’. As a result of semantic network analysis and CONCOR analysis, four groups were formed. First, Cluster A named it ‘Qatar World Cup Sponsor’ as words such as ‘Adidas’, ‘Nike’, ‘Qatar World Cup’, ‘Sponsor’, ‘Sponsor Company’, ‘Marketing’, ‘Nation’, ‘Launch’, ‘Official’, ‘Commemoration’ and ‘National Team’ were formed into groups. Second, B Cluster named it ‘Group stage’ as words such as ‘Qatar’, ‘Uruguay’, ‘FIFA’ and ‘group stage’ were formed into groups. Third, C Cluster named it ‘Winning’ as words such as ‘World Cup Winning’, ‘Champion’, ‘France’, ‘Argentina’, ‘Lionel Messi’, ‘Advertising’ and ‘Photograph’ formed a group. Fourth, D Cluster named it ‘Official Ball’ as words such as ‘Official Ball’, ‘World Cup Official Ball’, ‘Soccer Ball’, ‘All Times’, ‘Al Rihla’, ‘Public’, ‘Technology’ was formed into groups.

Analyzing the in-Game Movement of Players at the World Cup and Asian Cup

Seongjin Hong(Seongjin Hong),Temur Kadamov(Temur Kadamov) J-INSTITUTE 2024 Kinesiology Vol.9 No.-

Purpose: This study aims to analyze the movement of players at the 2022 World Cup in Qatar and the 2023 Asian Cup in Qatar, with the aim of analyzing movement across tournaments and continents. Method: To do this, we collected and analyzed official match reports from the tournament and came up with the following results. Results: First, the Asian Cup had higher movement than the World Cup in Total Distance, Zone 1 (walk), and Zone 3 (run). Second, the World Cup had higher movement than the Asian Cup in the High Speed Runs and Sprints factors. Third, in Total distance, the Asian Cup has higher movement and South America has lower movement. In Zone 2 and Zone 3, the movement of South America is lower than the other continents. Fourth, High Speed Runs is dominated by Europe. Sprints were lower for the Asian Cup. This study compares soccer styles and playing strategies across continents and races in the World Cup and Asian Cup. Conclusion: This study was able to diagnose the performance of Asian soccer and identify areas that need to be improved in the future. We hope that this research will help Asian countries develop their training programs and tactics.

스포츠산업,경영 : 월드컵 개최 전·후의 한국 이미지 차이

김병식(ByungShikKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.3

The purpose of this research was to discover Korea’s image differences between pre-post hosting of World-cup. This survey took foreign visitors in Korea as the subject group, and took sample out of the group. The sorry was conducted in three different areas, Incheon international airport Itaewon, and Insa-dong, well-known tourism spots. 320 (89%) questionnaires were analysis based upon convenience sampling. Reliability for questionnaire was Cronbach’s α = .80. The data was analyzed using descriptive statistics and paired t-test. The results were as following First both group of under 25 and over 26 agreed that Korea’s image improved in every sub-variable after the World-cup. Both male and female group agreed that there was an improvement in every area after the World-cup. Categorizing by the occupation, students and professional workers also agreed that there was an improvement in every area after the World-cup. Subjects in the field of service agreed that Korea has improved in the cultural area. Subjects from South bast Asian and Fast Asia agreed on improvement in every sub-category, and those from North America in the economy, and the culture area. Undergraduate students and people with higher education agreed that Korea’s image improved in every area after the World-cup. Those who have visited Korea one to twice agreed that Korea has improved in every area after the World-cup, and tare who have visited Korea three times or more only weed Korea’s improvement in the political, social, and cultural area. Second pre-post-hosting Korea’s image of the World-cup had definite changes. Overall Korea’s image improved after the World-cup 2002. In conclusion, solo-politically, economically, culturally Korea has took a step up after this world event.

An Analysis of Brand Recall of 2002 FIFA Korea/Japan World Cup on Official Sponsor Corporation

( Jeoung Hak Lee ),( Jee Sun Bang ) 한국스포츠정책과학원(구 한국스포츠개발원) 2005 International Journal of Applied Sports Sciences Vol.17 No.1

The purpose of this study was to analyze the brand recall of 2002 FIFA Korea/Japan World Cup on official sponsor corporations and present actual data for participating official sponsor companies and sport organizations in sport event. Using the convenience sampling in this study, self-administered questionnaire was used. Questionnaires were administered before, during and after 2002 world cup competition. The total number of subjects used was 1,270; 375 subjects were selected 7 days before the 2002 world cup, 413 subjects were selected during, and 482 subjects were selected 7 days after the world cup. The survey instrument was consisted of a total of 26 items; 16 items on brand recall 2002 World Cup official sponsor and 10 on demographic information. The findings were as follow. The official sponsor corporation showed high total brand recall than non-official sponsor corporation on 2002 FIFA World Cup. On the other hand, SK telecom and NIKE, non-official sponsor corporations showed high brand recall through 2002 FIFA Korea/Japan World Cup.

2010 월드컵 붉은악마 거리응원 동기와 2002 월드컵 거리응원 동기를 통해 본 거리응원 동기의 역동성

윤영길(YoungKilYun),권오정(OhJungKwon) 한국체육학회 2012 한국체육학회지 Vol.51 No.1

본 연구는 2010 월드컵 붉은악마의 거리응원 동기를 탐색하고 이를 토대로 2002 월드컵 붉은악마의 거리응원 동기와 비교하여 거리응원 동기 변화 양상을 탐색할 목적으로 진행하였다. 붉은악마 661명을 대상으로 개방형설문을 실시한 결과 총 1,549항의 거리응원 동기가 수집되었으며 수집된 자료에 대한 귀납적범주화 결과 20개의 세부영역과 응원, 신명, 응집, 체험 네 개의 일반영역으로 분류되었다. 일반영역 응원의 세부영역은 한국팀응원, 선전기원, 거리응원, 축구사랑, 한국선수 응원으로, 일반영역 신명의 세부영역은 재미와 즐거움, 다양한 볼거리, 축제 참여, 열기발산, 정화로, 일반영역 응집의 세부영역은 어울림, 소통, 자부심, 일체감, 나눔으로, 일반영역 체험의 세부영역은 호기심, 추억, 마지막 경기, 새로운 장소, 경험으로 범주화하였다. 2010 월드컵 붉은악마의 거리응원 동기와 2002 월드컵 붉은악마의 거리응원 동기 비교 결과, 2010 월드컵 거리응원 동기는 2002 월드컵 거리응원 동기에 비해 일반영역 응원, 응집, 체험 영역은 감소한 반면 신명 영역은 비교적 큰 폭으로 증가하였다. 이러한 결과를 토대로 거리응원 동기와 거리응원 동기 변화의 동기적 함의를 논의하였다. 본 연구가 붉은악마와 거리응원의 본질에 대한 이해를 심화 시킬 수 있는 자료로 활용되기를 기대해본다. The purpose of this study was to investigate the motives of street cheering in 2010 World Cup, to make a comparison of the motives of street cheering in 2010 World Cup with those for 2002 World Cup, and to explore the change phase of street cheering motives during two world cup games. For this study, open-ended questionnaires were used to explore the motives of street cheering of 661 Red Devil members, the supporters of Korean soccer team, at the plaza in front of the Seoul City Hall and Samsung-dong COEX mall during two matches. As results, 1,549 responses were collected for street cheering motives and these responses were sorted as four areas, which were cheering, exhilaration, cohesion, and experience. The frequency and factors of specific areas of street cheering motives were analyzed in order to explore the phase of street cheering motives of 2002 and 2010 world cup. Consequently, "exhilaration", the motive of enjoying the street cheering itself and radiating enthusiasm, was a very strong participation motive in 2010. It is expected that the approach of this study, exploring the motive of Red Devil's street cheering with the lapse of time, would suggest a comprehension about the psychological essence of social circumstances and a useful perspective on chasing the dynamic change of group psychology.