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Big Data Analyses of Korea's Nation Branding on Google and Facebook
- Title
- Big Data Analyses of Korea's Nation Branding on Google and Facebook
- Authors
- Cha, Heewon; Chung, Chung Joo; Rhee, Yunna
- Ewha Authors
- 차희원
- SCOPUS Author ID
- 차희원
- Issue Date
- 2020
- Journal Title
- KOREA OBSERVER
- ISSN
- 0023-3919
- Citation
- KOREA OBSERVER vol. 51, no. 1, pp. 151 - 174
- Keywords
- Big Data; nation brand; Korean Wave; semantic network analysis; online platform
- Publisher
- INST KOREAN STUDIES
- Indexed
- SSCI; SCOPUS; KCI
- Document Type
- Article
- Abstract
- 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.
- DOI
- 10.29152/KOIKS.2020.51.1.151
- Appears in Collections:
- 사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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