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The Rise and Fall of Social Media in South Korea: Recollections and Reflections from Industry Professionals and Social Media Users

정선호|김경희
이화사회과학원 (Ewha Institute of Social Sciences(EISS))|2021.04|사회과학연구논총 (Ewha Journal of Social Sciences)|제37권 제1호|pp. 275-313|DOI 10.16935/ejss.2021.37.1.009

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키워드

social mediaindustry professionalsmedia continuance and discontinuancecommunity-based cultureaudience loyalty
주제분류사회과학일반

초록

In South Korea, numerous social media platforms have emerged and disappeared over the past 20 years. This study examines why some platforms succeeded while others failed. Interviews with 20 industry professionals and social media users revealed the following insights into success factors. First, industry professionals suggested a continual evolution of (1) process-building pertaining to user orientation and new device orientation, and (2) product-building pertaining to service expansion and openness to various types of platforms as well as shared content. Second, the continuance of social media use was motivated by self-ostentation, daily records, personal enjoyment, celebrity identification, and a sense of belonging. On the contrary, factors associated with discontinuance included irrelevant content and functionality, self-expression fatigue, privacy concerns, and invasion of personal space. Finally, a community-based culture that strives to avoid isolation and a sense of loyalty to media platforms emerged as a feature unique to Korea.

Abstract

In South Korea, numerous social media platforms have emerged and disappeared over the past 20 years. This study examines why some platforms succeeded while others failed. Interviews with 20 industry professionals and social media users revealed the following insights into success factors. First, industry professionals suggested a continual evolution of (1) process-building pertaining to user orientation and new device orientation, and (2) product-building pertaining to service expansion and openness to various types of platforms as well as shared content. Second, the continuance of social media use was motivated by self-ostentation, daily records, personal enjoyment, celebrity identification, and a sense of belonging. On the contrary, factors associated with discontinuance included irrelevant content and functionality, self-expression fatigue, privacy concerns, and invasion of personal space. Finally, a community-based culture that strives to avoid isolation and a sense of loyalty to media platforms emerged as a feature unique to Korea.

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