A Study on the Audience Perception and Evaluation of Sports Entertainment Programs Using YouTube Comments Analysis

The purpose of this study was to identify audience perceptions and evaluations of a popular sports entertainment program using an analysis of YouTube comments, focusing on the development of sports and media. To achieve these objectives, audience comments from the sports entertainment program 'A Clean Sweep' were analyzed using semantic network analysis and CONCOR analysis. Based on these analyses, content analysis was conducted.<br/> The main results of the study were as follows: emotional resonance and nostalgia for legendary sports stars, the bridging of amateur and professional sports alongside the activation of the sport, the integration of expertise in both the sport and production, and the novel experience of craving victory and direct engagement. Additionally, audience perceptions of mediated sports entertainment highlight its potential to strengthen the symbiotic relationship between sports and media. The study suggests that various media strategies such as the effective use of sports stars, the connection between amateur and professional sports, and the provision of direct viewing experiences are crucial in enhancing audience engagement and participation. The effect of sports entertainment that connects amateurs and professionals provides amateurs with diverse experiences, attracts public interest, and contributes to the activation of the sport. In conclusion, this study confirmed that sports entertainment can contribute to the development of both sports and media using audience perceptions and evaluations of media content.