PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time. METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis. RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad. CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.
PURPOSE This study aims to critically read the film <Run-Off 2> in a manner in which its narrative represents and constructs the multicultural subject as the fearful and compassionate “other,” and its structure and meanings reconciles with the concept of cultural citizenship. METHODS This research is informed by two methods: 1) text analysis by deconstructing the narrative structure and flow, and 2) contextual interpretation focussing on understanding the significance of the filmic representation in the Korean historical, political, social, and cultural contexts. RESULTS The narrative of the film portrays and constructs the multicultural subject as a cultural other, with specific styles of representation, in which stereotypical description, otherizing tropes of double process, and recognition struggle for cultural citizenship. CONCLUSIONS The study summarized the present research and laid out some suggestions for critical studies of sport films from an interdisciplinary approach and cultural studies-based methods.
PURPOSE The ethical leadership of Taekwondo instructors plays a crucial role in enhancing the value of Taekwondo. Therefore, this study explores the elements of ethical leadership among Taekwondo instructors by drawing on the insights from Lao Tzu's Tao Te Ching. METHODS Through the Tao Te Ching, an oriental classic containing the ideas of Lao Tzu, we have extracted and discussed the elements of ethical leadership that Lao Tzu conveys to Taekwondo leaders in this era. RESULTS The ethical leadership of taekwondo leaders in the Tao Te Ching was presented as the virtues of inaction and humility as behavioral norms. Inaction as a code of conduct was discussed about a leader who practices inaction in a changing world through subjective thought rather than a meaningful Taekwondo leader who leads Taekwondo with an existing pattern and looks at ethics. A Taekwondo instructor must possess the virtue of humility. A Taekwondo instructor with humility must be glazed, soft, and humble as water. CONCLUSIONS In a Taekwondo culture that follows the Confucian ideology of extreme austerity, Lao Tzu's ethic of non-action and the virtue of humility can be like wearing an ill-fitting robe. However, standing on the edge, outside the frame of reference of the ideologies and values we have come to believe in and follow, and seeing the world as it is, not as it should be, according to the laws of nature, provides a new discourse for Taekwondo philosophy.
PURPOSE This study aimed to: 1) compare the differences in static lower-extremity alignment (SLEA) between female ballet dancers (BD) and non-ballet dancers (NBD); 2) investigate the differences among gesture leg (GL) and supporting leg (SL) in BD and dominant leg (DL) in NBD; and 3) compare limb asymmetry between groups. METHODS Twenty-nine female BD and 20 NBD were recruited for this study. The quadriceps, tibiofemoral, rearfoot, and genu-recurvatum angles, tibial torsion and varum, and navicular drop height were measured. An independent t-test was conducted to compare SLEA and limb asymmetry between groups. One-way analysis of variance with Bonferroni post-hoc tests were performed to determine the differences among the GL, SL and DL. RESULTS BD showed lower quadriceps and rearfoot angles, less tibial varum and navicular drop, and greater tibiofemoral angle (p<.005) than NBD. BD showed less quadriceps angle asymmetry but greater tibial torsion asymmetry (p<.01) than NBD. GL and SL in BD showed differences in quadriceps, tibiofemoral, rearfoot angle, tibial torsion and navicular drop compared to NBD. CONCLUSIONS Repetitive dance movements can transfer varying forces to the GL and SL, potentially contributing to SLEA asymmetry. An intervention strategy that can reduce SLEA asymmetry in BD is needed, as is the identification of elements of ballet training that contribute to maintaining a normal SLEA.
PURPOSE This study aimed to extract football coaches’ categories of performance evaluation factors (PEF) and examine the reflective characteristics of the football coaches’ player and casting judgments. METHODS PEF were extracted through an open-ended questionnaire and categorization from 80 AFC C or higher football coaches. Reflection was calculated in player and casting judgments through an analytic hierarchy process. The difference between the football coaches’ player and casting judgments was examined using SPSS 21.0. RESULTS First, the PEF of football coaches were categorized into four general categories: physical intelligence, psychological intelligence, growth potential, and competition intelligence. Second, the importance of football coaches’ player judgments were reflected by the PEF as football intelligence, situation judgment, football talent, tactical understanding, tactical operation, etc. The importance of the casting judgment were reflected by the PEF as tactical understanding, mediative skills, fitness, tactical operation, situation judgment, etc. Third, a statistically significant difference was noted between player and casting judgments. Football coaches tended to value growth potential and talent as sub-factors in the player evaluations. Football coaches’ PEF were aligned with the importance of player and casting judgments in psychological and competition intelligence as sub-factors such as skills, physical, attitude, passion, etc., but differed from physical intelligence and growth potential as sub-factors including mediative skills, physical, football talent, and tactical understanding. CONCLUSIONS In the football coaches’ player evaluations, the idealistic principle centered on growth potential. However, in the casting evaluation, the realistic principle centered on victory takes effect.
PURPOSE This study aims to identify how the [Goal Kicking Women] TV program has changed the perceptions of male viewers on women’s football. METHODS Using a qualitative research design, semi-structured interviews were conducted with 8 male viewers who are in their 50s. Thematic analysis was used to draw implications from the interviews. RESULTS Results show that having watched [Goal Kicking Women], 1) participants have become more familiarized with women playing football; 2) participants’ initial stereotype about women’s alleged inferiority in football has changed, as the performance of female stars in the program, who did not have any experience playing football, improved; and 3) the genuine passion that female stars showed for football made participants think that women’s football was just as good as men’s. CONCLUSIONS This study provides practical and academic implications, as it identifies men’s perceptions on women’s football and analyzes the influence of [Goal Kicking Women]. To conclude, establishing a foundation for planning and implementing effective policies to promote women’s football in South Korea is recommended.
PURPOSE This study explores the impact of visual shape and exercise involvement on consumers' evaluation and happiness with healthy functional foods, specifically protein cookies. METHODS Using a one-factor design with two levels (pretty vs. ugly shape) and one measured variable (exercise involvement), we uncover interesting insights. RESULTS Consumers highly engaged in exercise show a greater purchase intention for ugly-shaped healthy functional foods compared to pretty-shaped ones. Conversely, consumers with low exercise involvement express a higher purchase intention and happiness when it comes to pretty-shaped healthy functional foods compared to their ugly counterparts. CONCLUSIONS These findings contribute to the sports management and sports science literature by shedding light on how visual shape influences the evaluation of healthy functional foods by sport consumers. Furthermore, this research offers valuable practical implications for designing the shape of such foods to cater to the preferences of sports enthusiasts.
PURPOSE The purpose of this study was to investigate the characteristics of field and on-ice performances of ice-hockey players and the relationship of performance with subjective joint pain and dysfunction. METHODS A total of 25 male college icehockey players were evaluated for 19 items of performance. Pain and dysfunctions in the lower extremities and lower back were confirmed through the Foot and Ankle Outcome Score, Knee Injury and Osteoarthritis Outcome Score, Hip Dysfunction and Osteoarthritis Outcome Score, and Osweatry Disability Index questionnaire. Players with similar performance characteristics were classified through a cluster analysis, and differences in performance and patient-reported outcomes between clusters were analyzed with a one-way analysis of variance. RESULTS The ice-hockey players were classified into “lower muscular strength and performance (cluster 1),” “lower cardiorespiratory endurance (cluster 2),” and “high muscular strength and performance (cluster 3).” Players in cluster 1 had more frequent ankle and knee joint dysfunctions and pain compared to those in cluster 3. Several performance test items affected the subjective joint score, and the related performance items were more in the proximal joint than in the distal joint. CONCLUSIONS Ice hockey players should perform training to supplement their individual lack of on-ice and field performance. Since performance may be limited because of joint dysfunction and pain, a joint-specific intervention strategy should be applied to improve physical and athletic performances.
PURPOSE This study aimed to examine contemporary sports reality and its problems through the feature-length independent film <Not Out>, which focused on baseball, a popular sport, and highlighted its rather dark side. METHODS The researcher performed a textual analysis using the perspective of critical theory. RESULTS Gwang-ho was the hero of a walk-off hit in the national baseball competition final, who suffered from three career strikes during his third year of high school and thought that he had bright future ahead of him. Before the amateur draft, Gwang-ho boldly rejected the proposal of a trainee contract from a professional team (strike 1), then he was subsequently not selected in the amateur draft (strike 2), before he applied for the college entrance examination for baseball specialties, and was eventually rejected. (strike 3) In the end, he was able to enter college through a bribe given by his father (not-out situation). CONCLUSIONS <Not Out> is a film based on a true story, and it showcased the realities of elite sports by revealing the dynamics of society and school, where the main character responded with reluctance and indifference. This movie highlighted the realities of delinquency, violence, abusive language, bribe, and violations of the right to learn and how these have continued to evade the law despite being thought to be gone.
PURPOSE This study aimed to examine the effectiveness of corporate social responsibility PR message appeals employed by professional sports teams. METHODS The authors categorized message appeals into self-benefit inclusion and self-benefit exclusion, and evaluated their impact in both public and private evaluation contexts. A 2 (beneficiary message appeal: self-benefit inclusion vs. selfbenefit exclusion) × 2 (message evaluation: public vs private) design model was employed. Data were collected from 165 respondents at a major university in Korea and analyzed using SPSS version 20.0. RESULTS The findings revealed that team loyalty was higher among individuals exposed to self-benefit inclusion messages than those exposed to self-benefit exclusion messages. Additionally, an interaction effect was observed between beneficiary message appeal and message evaluation. Specifically, the self-benefit appeal message was more effective when individuals had lower public self-image concern, while the self-benefit exclusion message was more effective when public self-image concerns were higher. CONCLUSIONS Team loyalty was found to be significantly higher in private evaluation situations for self-benefit inclusion messages, whereas, for self-benefit exclusion messages, the impact of public evaluation situations on team loyalty was greater than in private evaluations.
