将酒精视为日常生活:在韩国YouTube上对苏邦的网络和语义分析
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
概括
韩国YouTube饮酒广播 (sulbang) 通过微妙地将酒精整合到日常生活叙事中来使酒精正常化,并由平台算法放大. 这凸显了数字酒精营销和影响者内容的监管缺口.
科学领域:
- 社交媒体分析 社交媒体分析
- 数字营销 数字营销 数字营销
- 酒精研究 酒精研究
背景情况:
- YouTube对文化规范的影响越来越大.
- "sulbang" (饮酒广播) 作为一个受欢迎的内容类型的兴起.
- 在数字媒体上对酒精标准化的担忧.
研究的目的:
- 分析韩国YouTube"sulbang"内容如何促进酒精正常化.
- 检查"sulbang"视频的结构组织,主题框架和观众参与.
- 确定对数字酒精营销法规的影响.
主要方法:
- 使用计算方法分析了1012个"sulbang"视频.
- 网络分析 (道网络,通过CONCOR分析进行关键字共发生聚类).
- 用户评论的语义网络映射和对算法推内容的分析.
主要成果:
- 一个中央集中的网络主导的主流娱乐频道通过算法放大.
- 六个主题领域将酒精嵌入到日常环境中 (食物,关系,休,情绪).
- 通过与酒精相关的术语一起使用关系语言来实现对象式的观众参与.
结论:
- "苏尔邦"通过微妙的整合到熟悉的环境中,通过平台算法放大,使酒精正常化.
- 调查结果揭示了数字酒精营销中的关键监管缺口.
- 强调需要制定全面的政策,解决社交媒体上的影响者内容.
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