Browse > Article
http://dx.doi.org/10.5392/JKCA.2020.20.05.513

Entrepreneur Speech and User Comments: Focusing on YouTube Contents  

Kim, Sungbum (금오공대 IT융합학과)
Lee, Junghwan (충북대 경영정보학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.5, 2020 , pp. 513-524 More about this Journal
Abstract
Recently, YouTube's growth started drawing attention. YouTube is not only a content-consumption channel but also provides a space for consumers to express their intention. Consumers share their opinions on YouTube through comments. The study focuses on the text of global entrepreneurs' speeches and the comments in response to those speeches on YouTube. A content analysis was conducted for each speech and comment using the text mining software Leximancer. We analyzed the theme of each entrepreneurial speech and derived topics related to the propensity and characteristics of individual entrepreneurs. In the comments, we found the theme of money, work and need to be common regardless of the content of each speech. Talking into account the different lengths of text, we additionally performed a Prominence Index analysis. We derived time, future, better, best, change, life, business, and need as common keywords for speech contents and viewer comments. Users who watched an entrepreneur's speech on YouTube responded equally to the topics of life, time, future, customer needs, and positive change.
Keywords
Entrepreneur Speech; YouTube; Text Mining; Comments;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 M. C. Bligh and J. C. Kohles, "Comparing leaders across contexts, culture, and time: Computerized content analysis of leader-follower communications," Leadership, Vol.10, No.2, pp.142-159, 2014   DOI
2 M. Hume, P. M. Johnston, and C. Hume, "Creating the global greenscape: Developing a global market-entry framework for the green and renewable technologies," Advances in Sustainability and Environmental Justice, Vol.11, pp.151-185, 2013.   DOI
3 D. Spry and T. Dwyer, "Representations of Australia in South Korean online news: a qualitative and quantitative approach utilizing Leximancer and Korean keywords in context," Quality and Quantity, Vol.51, No.3, pp.1045-1064, 2017.   DOI
4 A. Tkaczynski, S. R. Rundle-Thiele, and J. Cretchley, "A vacationer-driven approach to understand destination image: A Leximancer study," Journal of Vacation Marketing, Vol.21, No.2, pp.151-162, 2015.   DOI
5 J. Cretchley, D. Rooney, and C. Gallois, "Mapping a 40-year history with leximancer: Themes and concepts in the journal of cross-cultural psychology," Journal of Cross-Cultural Psychology, Vol.41, No.3, pp.318-328, 2010.   DOI
6 A. E. Smith and M. S. Humphreys, "Evaluation of unsupervised semantic mapping of natural language with Leximancer concept mapping," Behavior Research Methods, Vol.38, No.2, pp.262-279, 2006.   DOI
7 L. Young, I. Wilkinson, and A. Smith, "A Scientometric Analysis of Publications in the Journal of Business-to-Business Marketing 1993-2014," Journal of Business-to-Business Marketing, Vol.22, No.1-2, pp.111-123, 2015.
8 R. E. Kass and A. E. Raftery, "Bayes factors," Journal of the American Statistical Association, Vol.90, No.430, pp.773-795, 1995.   DOI
9 M. Mayfield and J. Mayfield, "Leader talk and the creative spark: A research note on how leader motivating language use influences follower creative environment perceptions," International Journal of Business Communication, Vol.54, No.2, pp.210-225, 2017.   DOI
10 O. C. Brown, C. Paz-Aparicio, and A. J. Revilla, "Leader's communication style, LMX and organizational commitment: A study of employee perceptions in Peru," Leadership & Organization Development Journal, Vol.40, No.2, pp.230-258, 2019.   DOI
11 L. A. Hambley, T. A. O'Neill, and T. J. Kline, "Virtual team leadership: The effects of leadership style and communication medium on team interaction styles and outcomes," Organizational behavior and human decision processes, Vol.103, No.1, pp.1-20, 2007.   DOI
12 B. Shamir, M. B. Arthur, and R. J. House, "The rhetoric of charismatic leadership: A theoretical extension, a case study, and implications for research, in Leadership Now: Reflections on the Legacy of Boas Shamir," Emerald Publishing Limited, pp.31-49, 2018,
13 W. Zhang and L. Chang, "Perceived speech conditions and disagreement of everyday talk: A proceduralist perspective of citizen deliberation," Communication Theory, Vol.24, No.2, pp.124-145, 2014.   DOI
14 A. Finlayson and J. Martin, "'It ain't what you say…': British political studies and the analysis of speech and rhetoric," British Politics, Vol.3, No.4, pp.445-464, 2008.   DOI
15 송정은, 장원호, "유투브 (YouTube) 이용자들의 참여에 따른 한류의 확산: 홍콩의 10-20 대 유투브(YouTube) 이용자조사를 중심으로," 한국콘텐츠학회논문지, 제13권, 제4호, pp.155-169, 2013.   DOI
16 Y, Hwang, S. Yang, J. W. Rhee, and W. T. Lee, "A Study on the Relationship between Opinion-seeking Propensity and Variables of Political Participation," Journal of Cybercommunication Academic Society, Vol.28, No.2, pp.149-185, 2011.
17 박민경, 이건호, "온라인 오피니언 리더의 담론 유형 탐구-'세종시'관련 인터넷 토론방 다음 아고라 '선도의견'을 중심으로," 언론정보연구. 제48권, 제4호, pp.114-149, 2011.
18 윤수진, 손동영, "사회적 익명성이 온라인 커뮤니티 구성원의 공동체 신뢰도와 인식에 미치는 영향," 사이버커뮤니케이션학보, 제31권, 제4호, pp.189-226, 2014.
19 이수범, 서민혜, "유튜브 (Youtube) 댓글을 통해 살펴본 한국인의 외국인 수용성 연구: 백인과 흑인의 인종적 차이를 중심으로," 커뮤니케이션학 연구, 제25권, 제5호, pp.33-57, 2017.
20 A. U. R. Khan, Khan, and M. B. Khan, Naive Multi-label Classification of YouTube Comments Using Comparative Opinion Mining, in Procedia Computer Science, 2016.
21 T. Triadafilopoulos, "Politics, speech, and the art of persuasion: Toward an Aristotelian conception of the public sphere," The Journal of Politics, Vol.61, No.3, pp.741-757, 1999.   DOI
22 홍주현, 윤해진, "18 대 대통령 선거 후보자의 연설문 네트워크 분석: 단어의 가시성 (visibility) 과 단어 간 연결성 (connectivity) 을 중심으로," 한국콘텐츠학회논문지, 제14권, 제9호, pp.24-44, 2014   DOI
23 Y. Chandra, L. C. Jiang, and C. J. Wang, "Mining social entrepreneurship strategies using topic modeling," PLoS ONE, Vol.11, No.3, pp.1-28, 2016.
24 김희진, 이수민, "언론에 재현된 여성 경제리더의 모습," 미디어, 젠더 & 문화, 제23호, pp.79-110, 2012.
25 나민구, 고은미, "마윈 "CEO 퇴임 연설" 텍스트의 수사학적 분석," 수사학, 제29호, pp.81-110, 2017.
26 B. S. Lee and M. Y. Kim, "A Rhetorical Analysis of President Roh Moo-Hyun's Inaugural Address," Korean Journal of Rhetoric, No.4, pp.179-209, 2006.
27 장현미, "SNS에서 글쓰기가 공감경험과 친사회행동에 미치는 효과," 한국언론학보, 제58권, 제3호, pp.5-35, 2014.
28 K. M. Davis and W. L. Gardner, "Charisma under crisis revisited: Presidential leadership, perceived leader effectiveness, and contextual influences," The Leadership Quarterly, Vol.23, No.5, pp.918-933, 2012.   DOI
29 R. N. Conaway and W. J. Wardrope, "Do their words really matter? Thematic analysis of U.S. and Latin American CEO letters," Journal of Business Communication, Vol.47, No.2, pp.141-168, 2010.   DOI
30 최대정, 최가영, 박동건, "리더의 정서 표현이 팀 구성원의 정서경험에 미치는 영향," 한국심리학회지: 산업 및 조직, 제18권, 제2호, pp.201-224, 2005.
31 전범수, "SNS 자기 노출 집단별 동질성 인식 연구," 한국콘텐츠학회논문지, 제12권, 제12호 pp.170-178, 2012   DOI
32 조항수, 문광수, 오세진, "베스트 댓글의 경향이 일반 댓글의 동조효과에 미치는 영향," 한국심리학회 연차학술발표 논문집, 2013년 제1호, p.308, 2013.
33 신동민, 고상현, 권민석, 신민수, 이주연, 이주연, 강태원, "youTube 댓글분석을 통한 영상 추천," 한국정보기술학회, Proceedings of KIIT Conference, pp.363-364, 2018(11).
34 S. Lee and K. Bang, "A Study on the Extraction of Emotional Words for Media Facade," Journal of Digital Contents Society, Vol.16, No.5, pp.741-748, 2015.   DOI
35 권상희, 김익현, "온라인 댓글 인식과 댓글 활동의 관계에 관한 연구," 한국언론정보학회, 통권, 제42호, pp.44-78, 2008.
36 김선우, 안희웅, 장유나, 홍민예, 서민지, 김성태, "유튜브 댓글 빅데이터 분석을 통한 제품별 소비자 구매여정 연구-새로운 방법적 가능성을 제안하며," 영상문화콘텐츠연구, 제16호, pp.57-89, 2019.
37 K. Fisk, R. Fitzgerald, and J. Cokley, "Controversial new sciences in the media: Content analysis of global reporting of nanotechnology during the last decade," Media International Australia, No.150, pp.156-166, 2014.
38 R. P. Weber, Basic content analysis, Sage, 1990.
39 C. H. Yu, A. Jannasch-Pennell, and S. DiGangi, "Compatibility between text mining and qualitative research in the perspectives of grounded theory, content analysis, and reliability," The Qualitative Report, Vol.16, No.3, p.730, 2011.