체육계의 사회적 표상: 국민이 인식하는 체육계의 이미지

Abstract

This article analyzes how the people recognize the world of sports in terms of the concept of social representation. For achieving this purpose, we surveyed 1,000 adults over 19 living in Seoul Metropolitan Area (Seoul, Incheon and Gyeonggi-do Province), and conducted thematic and categorical data analysis to identify the sporting world’s image. This study founds that ‘corruption’, ‘violence’ and ‘illegalities’ as a social representation on the world of sports are the most mentioned words. The words are categorized into the concepts of ‘corruption & deep-rooted evils’, ‘vice’ and human rights abuses’ which are conceived as a negative image. It was founded that the social representation towards the sporting world are made up of a negative image (72.7%), a positive image (10.4%) and a symbolistic image (14.2%) in terms of a macro-categorical analysis. The study which empirically confirmed the negative perceptions of the people toward the world of sports provided an opportunity to reconfirm negative public sentiment expressed through the media.