The networked cultural diffusion of Korean wave

Purpose – The purpose of this paper is to examine the diffusion of a popular Korean music video on the video-sharing web site YouTube. It applies a webometric approach in the diffusion of innovations framework to study three elements of diffusion in a Web 2.0 environment: users, user-to-user relatio...

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Bibliographic Details
Published in:Online information review Vol. 39; no. 1; pp. 43 - 60
Main Authors: Xu, Weiai Wayne, Park, Ji Young, Park, Han Woo
Format: Journal Article
Language:English
Published: Bradford Emerald Group Publishing Limited 01.01.2015
Subjects:
Adoption of innovations
Attitudes
Computer mediated communication
Cultural heritage
Cultural Influences
Design engineering
Diffusion
Human-computer interaction
Information behaviour & retrieval
Innovation
Innovations
Interactive
Internet
Korean language
Library & information science
Literature Reviews
Males
Mass media
Music
Music videos
Network Analysis
Origins
Peer Acceptance
Political Influences
Politics
Popular culture
Popularity
Semantic analysis
Semantics
Semiotics
Sentiment analysis
Social media
Social network analysis
Social networks
Social Systems
Studies
System theory
User-generated content
Verbal communication
Video Technology
Web 2.0
Web 2.0 Technologies
Webometrics
South Korea
Webometrics
Youtube
Cultural globalization
Korean wave
Communication network analysis
Cultural diffusion
ISSN:1468-4527, 1468-4535
Online Access:Get full text
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Summary:Purpose – The purpose of this paper is to examine the diffusion of a popular Korean music video on the video-sharing web site YouTube. It applies a webometric approach in the diffusion of innovations framework to study three elements of diffusion in a Web 2.0 environment: users, user-to-user relationship and user-generated comment. Design/methodology/approach – The webometric approach combines profile analyses, social network analyses, semantic and sentiment analyses. Findings – The results show that male users in the US played a dominant role in the early-stage diffusion. The dominant users represented the innovators and early adopters in the evaluation stage of the diffusion, and they engaged in continuous discussions about the cultural origin of the video and expressed criticisms. Overall, the discussion between users varied according to their gender, age, and cultural background. Specifically, male users were more interactive than female users, and users in countries culturally similar to Korea were more likely to express favourable attitudes toward the video. Originality/value – The study provides a webometric approach to examine the Web 2.0-based social system in the early-stage global diffusion of cultural offerings. This approach connects the diffusion of innovations framework to the new context of Web 2.0-based diffusion.
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ISSN:1468-4527
1468-4535
DOI:10.1108/OIR-07-2014-0160