Korea’s Nation Branding on Social Media = 소셜 미디어를 통한 한국의 국가 브랜딩 : 정부의 페이스북 포스팅 및 사용자 반응 분석

국문 초록 (Abstract)

소셜 미디어는 그 참여성, 개방성, 공유성 때문에 오늘날 국가 브랜딩에 넓게 이용되고 있다. 대칭적인 쌍방향 소통을 가능케 하는 소셜 미디어를 통해서 정부는 외국의 이해 당사자들과 긴밀하게 접촉하고 우호적인 온라인 관계를 맺게 된다. 사용자들은 페이스북의 좋아요나 공유하기 같은 소셜 미디어의 다양한 소통 기능을 통해 실시간 반응을 보일 수 있다. 이러한 정부와 해외 공중간의 역동적인 상호작용에 대해 소셜 미디어는 계량화가 가능한 많은 데이터를 제공하지만 여기에 대한 연구는 많지 않았다. 이에 본 논문은 한국 정부의 소셜 미디어를 통한 국가 브랜딩 활동을 분석했다. 구체적으로 한국 정부가 페이스북을 통해 국가 브랜딩을 위해 외국에 발신하는 메시지의 내용과 사용자 반응을 분석하였다. 연구 결과 사용자들은 관계 지향적(relational)이거나 행동 촉진적인(promotional) 메시지에 더욱 적극적으로, 호의적으로 반응하지만 정부는 주로 정보적(informational) 메시지를 전달하고 있다. 또한 국가 브랜드에 관한 정부의 메시지는 정치나 경제 등 하드파워적 요소보다 문화, 관광, 자연 등 주로 소프트 파워적인 요소에 치중하고 있다. 사용자들도 소프트 파워 메시지에 더욱 긍정적으로 반응했다. 이러한 결과에 대한 학술적이고 정책적인 함의가 결론에서 논의되었다.

다국어 초록 (Multilingual Abstract)

Because of their participatory, open and sharing nature, social media are widely used for nation branding these days. Through social media that allow symmetrical two-way communications, governments can interact intimately with their foreign stakeholders, forging amicable online relations. Their target audiences, on the other hand, can react real-time to governments’ nation branding activities through diverse communicative features of social media, such as likes or comments functions of Facebook. Yet the dynamic interactions between governments and their overseas audiences have not been fully examined despite rich quantifiable data of social media available for such studies. This paper attempted to explore that area by analyzing the Korean government’s social media-based nation branding efforts. More specifically, the study examined what kinds of messages the Korean government sends to foreigners through its nation-branding Facebook, receiving what kinds of reactions. Results show that the messages are predominantly informational, although promotional or relational messages elicit more active and favorable reactions from their users. Also, the Facebook messages were found to focus on soft-power elements of nation branding, such as culture, tourism and nature, rather than hard-power elements, such as politics and economy. Users reacted more favorably to soft-power messages. Academic and policy implications of the research are discussed in conclusion.

목차 (Table of Contents)

• 요약
• 1. Introduction
• 2. Literature Review
• 3. Method
• 4. Results
• 5. Discussion and Conclusion
• References
• 국문초록

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