한국프로야구의 사회적 소통 유발 효과

Abstract

The purpose of this study is to examine whether the articles related to Korean professional baseball posted on online news of portal sites induced positive online communication more effectively compared to articles in other genres, and to verify the social consensus effect of Korean professional baseball. The research period was from April 28 to may 18, 2020, and a total of 37,113 articles, 5,077,082 emotions, and various information related to readers' media reactions were collected using Google Colab. The communication-inducing effect of articles in other genres composed of politics, economic, social, and cultural compared to articles related to Korean professional baseball was verified. For verifying the effectiveness, an analysis of the difference in average traffic by article genre was conducted with one-way ANOVA. In addition, positive emotions were set to 'good' and 'warm', and negative emotions were set to 'sad' and 'angry', and then the percentage of positive emotions was calculated. Regression analysis was conducted by inputting a total of 4 control variables, the genre of the article as an independent variable, and the ratio of positive emotions as a dependent variable. As a result, it was confirmed that Korean professional baseball articles do not have much emotional traffic compared to articles of other genres, but the ratio of positive emotions is much higher than other articles.