한국인들은 왜 외국인 유튜버 콘텐츠를 보는가?: 포스트식민주의 관점에서

초록

This study analyzed the popularity of foreign YouTuber content in Korea by comparing and analyzing Korean comments on content from white and black YouTubers from both the Global North and South from a postcolonial perspective. First, it defined Korea's postcolonial characteristics as a complex of multilayered socio-historical elements including developmentalism, racism, cultural hybridity, and mimicry. In this context, it examined in depth what Koreans seek to see through foreign YouTuber content and how these desires are expressed through comments. In Study 1, content from YouTubers from the Global North and Global South was categorized and comparatively analyzed using topic modeling techniques. The results showed that Koreans tended to be favorable and grateful towards YouTubers from the Global North who directly experienced and introduced Korean culture to Western society. In contrast, they showed favorable reactions to humor and entertainment elements from Global South YouTubers, while simultaneously displaying subtle discriminatory attitudes. Study 2 cross analyzed region of origin and race, confirming goodwill towards white YouTubers from the Global North, superficial interest in black YouTubers from the Global North, dual attitudes of admiration for appearance and national discrimination towards white YouTubers from the Global South, and a tendency for entertainment consumption of black YouTubers from the Global South. These results demonstrate that Koreans tend to confirm through foreign YouTubers that Korea has overcome past difficulties, such as colonial experiences, and grown into a developed country, feeling pride in this progress. In particular, the positive consumption of Korean culture by YouTubers from the Global North, perceived as developed countries, can be interpreted as further reinforcing this pride. The study revealed persistent Western-centric thinking and racial hierarchies in Korean society. Discriminatory attitudes toward Global South YouTubers indicate that Korea faces ongoing challenges in overcoming postcolonial influences and becoming truly multicultural.

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