Ju-Hyun Hong, Journal of Internet Computing and Services, Vol. 24, No. 3, pp. 67-78, Jun. 2023
10.7472/jksii.2023.24.3.67, Full Text:  HTML
Keywords: social media network, influential spreader, political agenda, issue diffusion, Network analysis

Abstract

This study investigated how political information spreads on social media through network analysis. As a result of the analysis, it was found that the individual had a great influence on Twitter, a relationship-oriented network, and the influence of broadcasting media such as television and radio on YouTube, a content-oriented network. In terms of diffusion patterns, cohesive networks appeared in relationship-oriented networks, and radial networks appeared in content-oriented networks. As a result of comparing agendas spread on Twitter and YouTube, both criticized the use of profanity and the response of the President's office. However, on YouTube, a video that presented grounds for criticism, such as audio analysis of profanity and remarks by members of the ruling and opposition parties, and approached it from a policy perspective, drew attention. Political issues are spreading, but Twitter seems to be a channel for individuals to express their opinions, and YouTube seems to have established itself as a channel with a large influence on mainstream media such as television and radio, reflecting the media's characteristics centered on video. Through the study, it was revealed who is influential in social media where various news producers exist and how political information spreads. In social media where various news producers coexist, this study suggests a direction for how media should operate social media by identifying whether there is a difference in influential news producers according to the characteristics of social media. Mass media and Internet media, which have shown great influence in the process of disseminating political information, communicate with users through YouTube, and individuals spread issues through Twitter.

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