Big Data Analyses of Korea's Nation Branding on Google and Facebook

• Published in: Korea observer Vol. 51; no. 1; pp. 151 - 174
• Main Authors: Chung, Chung Joo, Rhee, Yunna, Cha, Heewon
• Format: Journal Article
• Language: English
• Published: Seoul Institute of Korean Studies 01.03.2020; 한국학술연구원
• Subjects: Analysis; Big Data; Brand image; Brands; Computer networks; Culture; Internet; Korean culture; Korean language; Marketing; National identity; Networking; Online social networks; Place identity; Researchers; Risk management; Search engines; Semantics; Social networks; Social research; Storytelling; Tourism; Trends; 정치외교학; South Korea
• ISSN: 0023-3919; 2586-3053
• DOI: 10.29152/KOIKS.2020.51.1.151

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.