디지털 플랫폼 시대의 소비자 문화전유: 중국 비리비리(Bilibili)에 나타난 탕후루 댓글 분석

초록

This study investigates how digital platforms mediate and amplify discourses on culturalappropriation, focusing on the case of the Tanghulu craze that has spread among Korea’s MZ generation. Going beyond the everyday dimension of food culture exchange, the study theoretically and empirically analyzes how platforms function as actors that organize cultural conflicts. Data were collected from 15,655 comments and real-time bullet chats posted up to December 13, 2024, on China’s major video-sharing platform Bilibili, using the keywords “Korea (韩国)” and “Tanghulu (糖葫芦).” After data preprocessing, key terms were extracted through TF-IDF analysis, and LDA topic modeling was conducted. The TF-IDF results revealed that terms such as “China, history, culture, Korea, Koreans, Hallyu” ranked highly, indicating that the discourse extended beyond simple culinary experience to debates over cultural ownership and identity. Four main topics emerged: (1) attribution of cultural heritage, (2) debates over origin and authenticity with emotional reactions, (3) criticisms of plagiarism and appropriation, and (4) denigration of Korean culture. These findings show that resistance to cultural appropriation unfolds less through logical debate than through emotional mobilization and real-time collective action. Furthermore, the analysis demonstrates how participatory nationalism and affective publics are reinforced through platforms, thereby extending existing theories of cultural appropriation into the digital context. Finally, the study suggests the policy implications of ensuring algorithmic transparency, establishing content curation guidelines, and developing international frameworks for digital cultural governance.

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