혁신확산이론에 따른 F1의 대중화 메커니즘 분석: 넷플릭스 <F1: 본능의 질주>와 쿠팡플레이‘F1 중계’를 중심으로

초록

This study examines how the Netflix docuseries F1: Drive toSurvive(hereafter, DTS) and the domestic over-the-top (OTT) platform Coupang Play’s live Formula 1(F1) coverage have contributed to the sport’s popularization in South Korea. Grounded in Rogers’(2003) diffusion-of-innovations theory, the analysis focuses on diffusion stages and attributes and on the roles of mediating agents, using these two media cases as focal points. Following a qualitative assessment, we employ Google Trends and Naver DataLab search-interest indices to compare public interest across before–after periods surrounding the releases of DTS Seasons 6 and 7 and the rollout of Coupang Play’s live F1 coverage. The quantitative component implements Welch’s t test, the Mann–Whitney U test, and a SARIMAX(seasonal autoregressive integrated moving average with exogenous regressors) model; we also test whether general interest translates into attention to actual races(Grands Prix). Results indicate that DTS functions as a change agent chiefly by fostering narrative immersion, whereas Coupang Play’s live coverage acts as a change agent by offering accessible and diverse real-time content. Through their complementary attributes and structures, these media jointly mediate a multilayered diffusion process. Overall, the combination of narrative-driven documentary and easy-to-consume, varied live broadcasting appears to stimulate both sustained interest and short-term engagement with F1, suggesting a viable strategy for sports that are unfamiliar or characterized by high barriers to entry.

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