미디어 報道를 通한 스포츠커뮤니케이션의 行爲및 成果에 關한 硏究

A Study on the Behavior &　Result of Sports Communication　through Media report ;Focusing on the activity of　sports sponsoring in korean business

Kim Young- seuk
Major in Newspaper & Broadcasting
Dept. of Communications
The Graduate School of Chung- Ang University

　In today s society, there is no escaping sports. Operating through an　entertainment perspective and other media formats, sports have undergone major　changes in fundamental characteristics, such as rules of play, style of play,

stadium theatrics, economic structure, media markets, and hero construction.

　In this context, the purpose of this thesis is to make a analysis of the　behavior & result of Sport s Communication through media report in korean　industry s sports sponsoring. And the final aim of this thesis is to present　inevitability of scientific research by establishment of disciplinary concept and　boundary in Sports Communication.

　In order to achieve this purpose, these questions are selected and asked as　follows;

1. What is the motivation of business make use of media & sport as a　marketing strategic tool?

2. How developed into the marketing activity of business through sports &　media report, and what is the effect?

3. How expose the sports sponsoring activity of korean business to media?

4. What is the effect of sports sponsoring activity to conumer　s　 recognition?

　To examine this research question, I rely on literature inquiry of phenomenon,　that is, various books, research papers, internet data, etc. To examine koreansituation, I carried out an investigation according to three levels; depth

interview, content analysis of newspaper, and consumer survey.

　As a result of literature inquiry, Sports Communicat ion shape a Sports -Media　- Business symbiosis relations into the eternal triangle. Especially,　today　s sports marketing is a high- value added commodity produced by media　value.

　Corporate sponsorship of sport has received little academic attention, and what　has occured has tended to occur after the practice. Consequently, much research　has tended to examine awareness as an individual phenomenon, rather than as　the antecedent to an effect. In spite of this, sponsorship is the provision of　resources 　eg., money, people, equipment　by an organization the sponsor　directly to an individual, authoriy or body the sponsee，to enable the latter to　pursue some activity in return for benefits contemplated in terms of the　sponsor　s　 promotion strategy, and which can be expressed in terms of corporate,　marketing, or media objectives. Sponsorship of sport has become an integral part　of the marketing mix of the corporate world with corporations devoting large　amounts of money to associate themselves with sport and　or its particular　identity.

　And as a result of actual investigation, it is understood korean business　s　Sports Communication activity and media report has a little effect to conumer　s　recognition.

　　I verified a three hypotheses. In concrete terms, hypothesis 1. ＇A　business　will pursuit positively sports sponsoring activity through media report＇. was　proved in a theoritical level, hypothesis 2. A media will expose sports

sponsoring activity of business. was rejected, hypothesis 3. ＇A sports　sponsoring activity will be change a consumer s recognition＇. was verified　partially.　

　On the basis of above investigation and discussion, an investigator propose a　plan which is active Sports Communication in korean industry.

　What is most important in sports marketing is not how much spend in sports　marketing but how sponsor sport. A business communication have to execute all　marketing action under the category of total IMC, because sports sponsoring　form a part of marketing mix.

　Finally, it is necessary for Sports Communication study　the study of sports　marketing, especially in korea, is still in its infancy.　to take many approach　method based on interdisciplinary study of physical, sociology, communication,

etc., therefore we must develop the total concept of Sports Communication.

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