アルコールを日常的に取り扱う:韓国語YouTubeの"スルバン"のネットワークと意味論分析
Jeong Kyu Lee1, Yifan Wang2, Mengqi Du2
1Department of Health and Exercise Science, University of Oklahoma.
Journal of studies on alcohol and drugs
|February 19, 2026
まとめ
韓国語YouTubeの飲酒放送 (sulbang) は,プラットフォームのアルゴリズムによって増幅された日常生活の物語に微妙に統合することによって,アルコールを正常化します. これは,デジタルアルコールマーケティングとインフルエンサーのコンテンツにおける規制のギャップを浮き彫りにしています.
科学分野:
- ソーシャルメディア分析 ソーシャルメディア分析
- デジタルマーケティング デジタルマーケティング デジタルマーケティング
- アルコール研究 アルコール研究
背景:
- 文化的規範に対するYouTubeの影響が拡大している.
- 人気のあるコンテンツジャンルとしての"スルバン" (飲酒放送) の台頭.
- デジタルメディアにおけるアルコールの正常化に関する懸念.
研究 の 目的:
- 韓国語YouTubeの"スルバン"コンテンツが,アルコールの正常化にどのように寄与するかを分析する.
- "スルバン"ビデオの構造的組織,テーマ的枠組,視聴者の関わり方を検証する.
- デジタルアルコールマーケティングの規制への影響を特定する.
主な方法:
- 計算方法を用いた"スルバン"の1012本のビデオの分析.
- ネットワーク分析 (チャネルネットワーク,CONCOR分析によるキーワードの同時発生クラスタリング).
- ユーザーコメントのセマンティックネットワークマッピングと,アルゴリズムで推奨されたコンテンツの分析.
主要な成果:
- アルゴリズムによって増幅された主流のエンターテインメントチャンネルが支配する集中的なネットワーク.
- アルコールを日常の文脈 (食べ物,人間関係,レジャー,感情) に組み込む6つのテーマ領域.
- アルコール関連の用語とともにリレーショナル言語を用いたパラソシャルオーディエンスエンゲージメント.
結論:
- "スルバン"は,慣れ親しんだ文脈への微妙な統合を通じてアルコールを正常化し,プラットフォームのアルゴリズムによって増幅されます.
- 調査結果は,デジタルアルコールマーケティングにおける重要な規制のギャップを明らかにしています.
- ソーシャルメディア上のインフルエンサーのコンテンツに対処する包括的な政策の必要性を強調する.
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