저작자표시-비영리-동일조건변경허락 2.0 대한민국 이용자는 아래의 조건을 따르는 경우에 한하여 자유롭게 l 이 저작물을 복제, 배포, 전송, 전시, 공연 및 방송할 수 있습니다. l 이차적 저작물을 작성할 수 있습니다. 다음과 같은 조건을 따라야 합니다: 저작자표시. 귀하는 원저작자를 표시하여야 합니다. 비영리. 귀하는 이 저작물을 영리 목적으로 이용할 수 없습니다. 동일조건변경허락. 귀하가 이 저작물을 개작, 변형 또는 가공했을 경우 에는, 이 저작물과 동일한 이용허락조건하에서만 배포할 수 있습니다. l 귀하는, 이 저작물의 재이용이나 배포의 경우, 이 저작물에 적용된 이용허락조건 을 명확하게 나타내어야 합니다. l 저작권자로부터 별도의 허가를 받으면 이러한 조건들은 적용되지 않습니다. 저작권법에 따른 이용자의 권리는 위의 내용에 의하여 영향을 받지 않습니다. 이것은 이용허락규약(Legal Code)을 이해하기 쉽게 요약한 것입니다. Disclaimer Master’s Thesis Vlogging South Korea: An Analysis on the Emergence of Citizen Diplomacy in Social Media 한국의 동영상 블로깅: 소셜미디어를 통한 시민외교에 대한 분석 August 2014 Seoul National University Graduate School of International Studies Muhammad David Vlogging South Korea: An Analysis on the Emergence of Citizen Diplomacy in Social Media Professor Geun Lee Submitting a master's thesis of International Cooperation August 2014 Seoul National University Graduate School of International Studies Muhammad David Confirming the master’s thesis written by Muhammad David August 2014 Chair Prof. Seong-Ho Sheen (Sign) Vice Chair Prof. Taekyoon Kim (Sign) Examiner Prof. Geun Lee (Sign) 한국의 동영상 블로깅: 소셜미디어를 통한 시민외교에 대한 분석 지도교수 이근 이 논문을 국제학석사 학위논문으로 제출함 2014년 8월 서울대학교 국제대학원 국제학과 국제협력전공 Muhammad David Muhammad David 의 석사학위 논문을 인준함 2014년8월 위원장 신성호 (인) 부위원장 김태균 (인) 위원 이근 (인) © Copyright by Muhammad David 2014 All Rights Reserved Abstract Vlogging South Korea: An Analysis on the Emergence of Citizen Diplomacy in Social Media Muhammad David International Cooperation Graduate School of International Studies Seoul National University This thesis analyzes the emergence of citizen diplomacy in social media by looking on selected video blogging activities of several YouTube personalities with specific contents on South Korea. By adapting citizen diplomacy as one of diplomatic practices, this study presents the evolution of vlogging that has been happened by incorporating the condition of social media and South Korea’s cultural resources. For doing so, this study will use grounded theory as methodology and will use in-depth interviews, articles in media, as well as publications that are relevant as the sources of the study. Based on data that has been acquired, this thesis found that there are three major evolution on vlogging South Korea. On explaining the three categorization, one particular time in the history of YouTube and South Korea’s culture serves as the defining time. The three categorizations are: the nature of YouTube Partner Program and how the program has been changed throughout the years, the attractiveness for vloggers to start their activities, and the type of user-generated content that vloggers produce. By seeing the evolution and reffering to the definition of citizen diplomacy, vlogging fit the characteristics of citizen diplomacy.The finding of this thesis, which is to give meaning and understanding on citizen diplomacy, will be useful both for academia and practitioners of diplomacy, as well as general public. Keywords: citizen diplomacy; social media; South Korea; vlog; YouTube Student ID.: 2012-24098 i ii Table of Contents Abstract ............................................................................................................................. i Table of Contents ........................................................................................................... iii List of Tables ................................................................................................................... v List of Figures ................................................................................................................vii List of Acronyms and Abbreviations .............................................................................. ix Chapter I: INTRODUCTION .......................................................................................... 1 1.1. Background ................................................................................................................ 1 1.2. Problems and Research Questions ............................................................................. 4 1.3. Structure of the Study ................................................................................................ 4 Chapter II: THE THEORY OF CITIZEN DIPLOMACY ............................................... 7 2.1. Public Diplomacy as Starting Point .......................................................................... 7 2.2. Development of Public Diplomacy ........................................................................... 9 2.3. New Actor on Diplomacy ....................................................................................... 12 2.4. Citizen Diplomacy .................................................................................................. 15 2.5. Vlogging as Citizen Diplomacy .............................................................................. 18 Chapter III: SOCIAL MEDIA TODAY ........................................................................ 23 3.1. Social Media ........................................................................................................... 23 3.2. YouTube as Video Sharing Platform ...................................................................... 26 3.3. Social Media and Diplomacy .................................................................................. 32 Chapter IV: ANALYTICAL FRAMEWORK ............................................................... 35 4.1. Components on the Analysis ................................................................................... 35 4.1.1. Actors ........................................................................................................... 35 4.1.2. Environments ................................................................................................ 36 4.1.3. Timeframes ................................................................................................... 37 4.2. Analytical Model ..................................................................................................... 37 iii 4.3. Analytical Process ................................................................................................... 38 4.4. Selection of Case Studies ........................................................................................ 40 Chapter V: VLOGGING SOUTH KOREA ................................................................... 43 5.1. Eat Your Kimchi ..................................................................................................... 43 5.2. Talk to Me in Korean .............................................................................................. 48 5.3. Hallyu Back ............................................................................................................. 52 5.4. Seoulistic ................................................................................................................. 55 5.5. QiRanger ................................................................................................................. 59 Chapter VI: EVOLUTION OF VLOGGING SOUTH KOREA ................................... 63 6.1. YouTube Partner Program: Invitational versus Open for Public ............................ 63 6.2. Attractiveness: Platform versus Source of Content ................................................. 68 6.3. User Generated Content: Wide Variation versus Specific Theme .......................... 75 Chapter VII: CONCLUSION ......................................................................................... 77 References ...................................................................................................................... 79 국문초록 ..................................................................................................... 87 Acknowledgements ........................................................................................................ 89 Appendix: Interviews Result ......................................................................................... 91 iv List of Tables Table 1. Comparison of Diplomacy or Public Diplomacy with Citizen Diplomacy ... 21 Table 2. Selected Case Studies .................................................................................... 41 Table 3. Current and Former Series of Eat Your Kimchi’s Vlogs .............................. 45 Table 4. Cultural Resources for Vlogs ........................................................................ 74 v vi List of Figures Figure 1. Analytical Model ............................................................................................ 38 Figure 2. YouTube’s In-Display Pre-Roll Advertisement ............................................. 67 Figure 3. YouTube’s Overlay In-Video and Display Advertisement ............................ 67 Figure 4. YouTube’s Section with Other Website Links ............................................... 70 Figure 5. YouTube’s Viral Statistics .............................................................................. 70 Figure 6. YouTube’s Comment Section ......................................................................... 71 vii viii List of Acronyms and Abbreviations EYK Eat Your Kimchi FAPFAP Food Adventure Program for Awesome People HB Hallyu Back KMM K-Pop Music Monday KTO Korean Tourism Organization SEO Search Engine Optimization TL; DR Too Long; Don’t Read TTMIK Talk to Me in Korean UGCs User Generated Contents Vlog Video Blog Vlogger Video Blogger WANK Wonderful Adventure