시니어 모델에 대한 한국 소비자 인식 및 감성 분석: 유튜브 콘텐츠 댓글을 중심으로

Abstract

This study examines consumer perceptions and emotional responses to senior models by analyzing user-generated comments on YouTube content featuring them. While previous research has focused on psychological changes in senior models or their advertising impact, few studies have empirically investigated consumer sentiment toward online content showcasing them. To address this gap, the study analyzed 3,254 comments from the top 10 most-viewed Korean-language YouTube videos related to “시니어모델(senior model)” as of March 7, 2025. Text mining techniques, including LDA topic modeling and sentiment analysis, were used. Only Korean content was included to capture the perspectives of domestic viewers and reflect Korean consumer sentiment accurately. Six key themes emerged: confidence and energy in self-presentation, the external image of senior models, respect for their life attitudes and self-discipline, personal style, expressions of individuality, and aspirational images of later life. Sentiment analysis revealed predominantly positive reactions, with viewers expressing admiration, respect, and inspiration in response to the portrayal of senior models. However, some critical comments noted concerns about authenticity and questioned the commercial intentions behind senior modeling. These findings offer valuable insights into the growing social acceptance and evolving discourse surrounding senior models in Korean media. Far from being seen merely as older adults, senior models are increasingly regarded as symbols of active and empowered aging. This study contributes to the field of cultural gerontology and provides practical implications for marketers and content creators aiming to engage aging populations in more meaningful and resonant ways.