Professor Kwon Young-sung of Dong-A University Identifies Excitement Factors by Measuring Brainwaves During Sports Broadcasts

Media Communication and Brain Cognitive Science Convergence Research Paper Published
Attempt to Introduce Neurophysiological EEG Analysis of Viewer Brain Cognitive Responses

Professor Kwon Young-sung, Department of Media Communication, Dong-A University.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Yong-woo] What elements of sports broadcast excite viewers?

Professor Kwon Young-sung of the Department of Media Communication at Dong-A University and Professor Lee Sung-eun of the Department of German Language and Literature (Interdisciplinary Program in Cognitive Science) at Seoul National University have attracted attention by publishing a paper that studied viewers' brain cognitive responses to sports broadcasts using the neurophysiological methodology of EEG (electroencephalogram) analysis.

This research paper was published in the July issue of the internationally renowned academic journal, Journal of Radio & Audio Media.

Currently, neurophysiological EEG research methodologies are being actively introduced and studied in various academic fields, but it has been difficult to find applications in the field of media communication studies.

Through the paper, Professor Kwon revealed that three audiovisual elements of sports broadcasts stimulate viewers' nerves and excite them.

Professor Kwon analyzed viewers' brain cognitive responses using wavelet EEG measurement methods according to the images of sports players, the sounds from the stadium, and the announcer's commentary.

He uncovered meaningful results such as which element excites viewers the most and the broadcast volume ratio between the stadium sounds and the announcer's casting sounds that viewers immerse themselves in the most.

These results are expected by academia to be fed back to domestic and international sports broadcasters, contributing to the technological advancement of the media sports industry.

Professor Kwon stated, "If neurocognitive measurement and analysis methods are integrated and introduced into existing media planning and production environments, it will be possible to establish media production technologies that maximally reflect the empathy abilities of media consumers."

Professor Kwon’s integrative efforts have been highly evaluated, leading to his inclusion in the world biographical directory Marquis Who's Who, receiving the World Top Educators award, and the Albert Nelson Marquis Lifetime Achievement Award, among others.