빅데이터 기반 토픽모델링과 감성분석을 활용한 한국 프로야구 각 구단별 팬 인식 분석

초록

Purpose: This study aims to examine key topics of interest and emotional responses in online fan discourse across Korea Baseball Organization (KBO) League teams and explore differences in fan perceptions among teams. Method: Text data were collected from the official online fan bulletin boards of five KBO League teams (the Kia Tigers, Lotte Giants, Kiwoom Heroes, Hanwha Eagles, and LG Twins) between 2023 and 2025. Topic modeling and lexicon based sentiment analysis were conducted using the KNU Korean Sentiment Lexicon. Results: The leadership and in game decision making of managers and coaching staff emerged as common themes across all teams, with fans expressing particular interest in player selection, pitching management, and tactical decisions. However, the structure of fan discourse and emotional responses differed according to team performance, management practices, player related issues, and fan culture. Negative sentiment was more prominent in game management related topics among the Kia Tigers, Lotte Giants, and Hanwha Eagles, whereas positive sentiment was more frequently observed in discussions of player support and fan culture among the Kiwoom Heroes and in performance related discourse among the LG Twins. Conclusion: These findings suggest that fan perceptions and emotional responses are shaped not only by team performance but also by the interplay of managerial decisions, player related issues, and team specific fan culture. These results provide practical insights into the understanding of team specific fan engagement and communication strategies.

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