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Perceptions of the EU: Focusing on Sentiment and Semantic Networks of Korean YouTube Videos

정세원
EU연구소 (Institute for European Union Studies)|2020.10|EU연구 (Journal of European Union Studies)|제56호|pp. 221-252|DOI 10.18109/jeus.2020..56.221

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키워드

YouTubeSouth Koreathe EUGlobal PerceptionsSentiment Analysis and Semantic Network Analysis
주제분류지역학

초록

Research on South Korean Perceptions of the EU has been conducted over the last two decades. The empirical studies have been devoted to exploring traditional Korean news media coverage of the EU. Due to the increased significance of digital media, social media has become one of the influential perception shapers for the South Korean public. To address this change, this paper aims to probe EU perceptions on internet/social media (YouTube). Also, this paper employed automated discourse analyses (Sentiment Analysis and Semantic Network Analysis) to add methodological novelty. Korean YouTube videos on EU, which were created from January to June 2020, are the research medium. Subsequently, this study will help explore the blueprint of EU images on South Korean internet/social media. The results created by sentiment analysis show that the EU was predominantly described with a neutral sentiment. However, comparing between negative and positive sentiments, the selected videos are more likely to contain negative sentiment. From the semantic network analysis, the main themes of the selected videos were the EU’s measures against COVID-19 crisis, Brexit and EU-Korea virtual summit. The results show that the Union’s crises are the main motivation for the creators of Korean YouTube videos on the EU. Automated discourse analysis would not be able to offer more in-depth qualitative interpretations, but, at least, it will be a useful tool to offer a timely discussion on South Korean perceptions of the EU.

Abstract

Research on South Korean Perceptions of the EU has been conducted over the last two decades. The empirical studies have been devoted to exploring traditional Korean news media coverage of the EU. Due to the increased significance of digital media, social media has become one of the influential perception shapers for the South Korean public. To address this change, this paper aims to probe EU perceptions on internet/social media (YouTube). Also, this paper employed automated discourse analyses (Sentiment Analysis and Semantic Network Analysis) to add methodological novelty. Korean YouTube videos on EU, which were created from January to June 2020, are the research medium. Subsequently, this study will help explore the blueprint of EU images on South Korean internet/social media. The results created by sentiment analysis show that the EU was predominantly described with a neutral sentiment. However, comparing between negative and positive sentiments, the selected videos are more likely to contain negative sentiment. From the semantic network analysis, the main themes of the selected videos were the EU’s measures against COVID-19 crisis, Brexit and EU-Korea virtual summit. The results show that the Union’s crises are the main motivation for the creators of Korean YouTube videos on the EU. Automated discourse analysis would not be able to offer more in-depth qualitative interpretations, but, at least, it will be a useful tool to offer a timely discussion on South Korean perceptions of the EU.

참고문헌 (44)

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