Big Data Analyses of Korea's Nation Branding on Google and Facebook
- 주제(키워드) Big Data , nation brand , Korean Wave , semantic network analysis , online platform
- 주제(기타) Area Studies
- 주제(기타) International Relations
- 설명문(일반) [Chung, Chung Joo] Kyungpook Natl Univ, Daegu, South Korea; [Rhee, Yunna] Hankuk Univ Foreign Studies, Seoul, South Korea; [Cha, Heewon] Ewha Womans Univ, Seoul, South Korea
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS, KCI등재
- 발행기관 INST KOREAN STUDIES
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000175759
- 본문언어 영어
- Published As http://dx.doi.org/10.29152/KOIKS.2020.51.1.151
초록/요약
Big Data researchers have typically focused on images, trends, risk management, storytelling tools, and marketing. However, research into nation branding content disseminated through online platforms remains scarce. In this exploratory study, we collected data regarding Korea's nation branding and related material from Google and Facebook (the most widely used search engine and the most popular social networking service, respectively). By semantically analyzing this data, we provide a structural understanding of international perspectives on Korean culture. Online platforms serve as infrastructures that governments use to develop and distribute various applications throughout the world. The link between nation branding and the Korean Wave highlights the need for additional research examining the specific elements of Korea's nation brand and the branding strategies deployed via online platforms.
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