Journal archive

The Korean Society for Journalism & Communication Studies - Vol. 64 , No. 2
[Paper List] [Go to Volume List]

[ PR/Advertisement ]
Korean Journal of Journalism & Communication Studies - Vol. 64, No. 2, pp. 269-310
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2020
Received 06 Dec 2019 Revised 15 Mar 2020 Accepted 31 Mar 2020
https://doi.org/10.20879/kjjcs.2020.64.2.007

온라인 먹방(먹는 방송, Mukbang)의 댓글 연구 : 식행동 관련 인식에 대한 빅데이터 분석
안순태** ; 임유진*** ; 이하나****
**이화여자대학교 커뮤니케이션미디어학부 교수 (soontae@ewha.ac.kr)
***이화여자대학교 SSK 연구소 연구교수 (lyj1207@ewha.ac.kr)
****이화여자대학교 커뮤니케이션미디어학부 박사과정 (hoy1222@naver.com)

A Study of Viewers' Comments on Online Mukbang Videos : A BIg-Data Analysis of Perceptions toward Eating Behavior
Soontae An** ; Yujin Lim*** ; Hannah Lee****
**Professor, Ewha Womans University, Dept. of Communication & Media (soontae@ewha.ac.kr)
***Research Professor, Ewha Institute for Age Integration Research, corresponding author (lyj1207@ewha.ac.kr)
****Doctoral Student, Ewha Womans University, Dept. of Communication & Media (hoy1222@naver.com)
Funding Information ▼
초록

본 연구는 인기 온라인 먹방(먹는 방송, Mukbang) 콘텐츠가 시청자들의 건강하지 않은 식행동에 어떻게 영향을 미치는지 댓글 반응 분석을 통해 살펴보았다. 2018년 7월부터 2019년 6월까지 업로드된 인기 유튜브 먹방 영상물 36편에 달린 시청자 댓글 총 72,721건을 수집 분석하였다. 수집된 댓글 반응의 표현적 특징과 주요 단어에 따른 댓글 내용의 차이를 살펴보고, 고열량 저영양 음식 노출 여부에 따른 댓글 내용의 차이, 건강하지 않은 식행동 노출 여부에 따른 댓글 내용의 차이 등을 살펴보고 시사점을 도출하였다. 분석 결과, 온라인 먹방에 달린 시청자 댓글들은 식욕과 식행동에 대한 긍정적인 태도 표현을 나타내고 있었다. 하지만 고열량 저영양 등 건강하지 않은 식품이나 빨리 먹기 많이 먹기 등 건강하지 않은 식행동 장면에 대해서는 시청자들이 식품 섭취 욕구의 긍정적인 인식과 더불어 부정적 혐오의 표현도 함께 나타났다. 한편, 온라인 먹방 유튜버에 대한 호감도와 대리만족의 표현들 역시 빈번하게 관찰되었다. 본 연구는 온라인 먹방 콘텐츠가 시청자 인식에 미치는 영향력을 보여주는 동시에 온라인 먹방 유튜버들에게 사회적 책임 의식에 대한 시사점을 제시해준다.

Abstract

The purpose of this study was to examine viewers' comments on how popular online eating show (Mukbang) videos influence viewers' perceptions and lead to unhealthy eating behaviors. So far, previous studies have focused on the currently widespread phenomenon of Mukbang and qualitative interpretation of viewers’ experiences. However, not many studies have investigated viewers' actual conscious responses to Mukbang content. To examine how online Mukbang content influences viewers' perceptions of unhealthy eating behavior, it was necessary to explore viewers' comments according to the characteristics of the content. This study is differentiated from previous Mukbang-related studies because it investigated viewers' comment responses on popular online Mukbang content with big data analysis. This study posed three research questions as follows: first, what are the most frequently used expressions in online Mukbang content comments? Second, are there any differences between the comments for healthy food eating content and those for unhealthy food eating content? What is the commenters' favorability toward Mukbang YouTubers? Third, are there any differences between the comments for healthy eating behavior content and those for unhealthy eating behavior content? What is the commenters' favorability toward Mukbang YouTubers? A total of 72,721 viewer comments on thirty-six popular YouTube Mukbang videos uploaded between July 2018 and June 2019 were collected and analyzed. The expressive characteristics of the collected comment responses, comments related to the exposure of unhealthy eating behavior, and comments related to the favorability of Mukbang YouTubers were examined. This study found that viewer comments showed an overall positive response regarding Mukbang videos' influence on eating behavior and appetite. However, viewer comments were negative as well as positive on both Mukbang videos including unhealthy eating behavior and food. Expressions of favorability toward popular Mukbang YouTubers were also observed. This result is similar to previous studies that showed that food and eating behavior media content could influence viewers' unhealthy eating behavior. However, this study showed viewers' negative expressions as well as positive expressions on unhealthy eating content, suggesting differentiated insights from other studies. It could be interpreted that Mukbang content including healthy eating behavior is more popular with viewers. Meanwhile, the favorability and frequent response expressions toward online Mukbang YouTubers show a similar result with previous studies - Asian Mukbang viewers tend to watch content based on the attractiveness of the YouTuber. It could be assumed that popular YouTubers' food decisions and eating behavior scenes could influence viewers' eating behavior. Finally, this study shows the influence of online Mukbang videos and provides essential insights into Mukbang content creators in the area of social responsibility.

KeywordsOnline Mukbang YouTube, Comment Responses, Obesity, Healthy Eating Behavior, Big Data Analysis
키워드: 유튜브 먹방, 댓글 반응, 빅데이터 분석, 비만, 건강식생활
Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2019S1A5A2A03046205). 이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임.

References
1. Alikilic, O., & Atabek, U. (2012). Social media adoption among Turkish public relations professionals: A survey of practitioners. Public Relations Review, 38(1), 56-63.
2. Anderson, L. M., & Anderson, J. (2010). Barney and breakfast: messages about food and eating in preschool television shows and how they may impact the development of eating behaviors in children. Early Child Development and Care, 180(10), 1323-1336.
3. Borgatti, S. P., Everett, M. G., & Johnson, J. C. (2013). Analyzing Social Networks. London: Sage.
4. Boyland, E. J., & Halford, J. C. G. (2013). Television advertising and branding. Effects on eating behavior and food preferences in children. Appetite, 62, 236-241.
5. CNet (2017, March 7). Social media has "responsibility" to greater good. Retrieved from https://www.cnet.com/news/youtube-ceo-susan-wojcicki-social-networks-responsibility-greater-good/
6. Choi, H. (2019). Eating together multimodally: Collaborative eating in mukbang. A Korean Livestream of Eating Language in Society, 48(2), 171-208.
7. Ferguson, C. J., Munoz, M. E., Garza, A., & Galindo, M. (2014). Concurrent and prospective analyses of peer, television and social media influences on body dissatisfaction, eating disorder symptoms and life satisfaction in adolescent girls. Journal of Youth and Adolescence, 43(1), 1-14.
8. Grabe, S., Ward, L. M., & Hyde, J. S. (2008). The role of the media in body image concerns among women: a meta-analysis of experimental and correlational studies. Psychological Bulletin, 134(3), 460-476.
9. Groesz, L. M., Levine, M. P., & Murnen, S. K. (2002). The effect of experimental presentation of thin media images on body satisfaction: A meta‐analytic review. International Journal of Eating Disorders, 31(1), 1-16.
10. Hallahan, K. (2008). Organizational-public relationships in cyberspace. Public Relations: From Theory to Practice, 46-73.
11. Harris, J. L., & Bargh, J. A. (2009). Television viewing and unhealthy diet: Implications for children and media interventions. Health Communication, 24(7), 660-673.
12. Holland, G., & Tiggemann, M. (2016). A systematic review of the impact of the use of social networking sites on body image and disordered eating outcomes. Body Image, 17, 100-110.
13. Hong, S.-K., & Park, S. (2016). Emergence of Internet Mukbang(Foodcasting) and Its Hegemonic Process in Media Culture. Media & Society, 24(1), 105-150.
14. Hummel, A. C., & Smith, A. R. (2014). Ask and you shall receive: Desire and receipt of feedback via Facebook predicts disordered eating concerns. International Journal of Eating Disorders, 48, 436-442.
15. Jang, Y. J., & Kim, M. R. (2016). Need for Interaction or Pursuit of Information and Entertainment? : The Relationship among Viewing Motivation, Presence, Parasocial Interaction, and Satisfaction of Eating and Cooking Broadcasts. Korean Journal of Broadcasting & Telecommunication Studies, 30(4), 152-185.
16. Jordan, A. B., Kramer-Golinkoff, E. K., & Strasburger, V. C. (2008). Does adolescent media use cause obesity and eating disorders. Adolescent Medicine State of the Art Review, 19(3), 431-449.
17. Kim, H.-J. (2015). A Study on Food Porn as a Sub-Culture -Centering on Internet 'Meokbang' (eating scene) in Afreeca TV. Humanities Studies, 50, 433-455.
18. Kim, J. K., & Kim, D. H. (2008). Motivation of Reading and Writing Internet Reply and Satisfaction of College Student Internet Reply Users. Journal of Cybercommunication Academic Society, 25(4), 5-47.
19. Kim, K. H., Kang, E., & Yun, Y. H. (2019). Public support for health taxes and media regulation of harmful products in South Korea. BMC Public Health, 19(1), 665.
20. Kim, C. H. (2009). Uses and Effects of Interactive Satisfaction in Online News Replies. Journal of Communication Science, 9(1), 5-44.
21. Kurtin, K. S., O'Brien, N., Roy, D., & Dam, L. (2018). The Development of Parasocial Relationships on YouTube. The Journal of Social Media in Society, 7(1), 233-252.
22. Lee, H. N. (2018, November 22). 60% of Koreans recognized “I’ve gained weight”…agreed that Mukbang encourages obesity. Health Chosun. Retrieved from http://health.chosun.com/site/data/html_dir/2018/11/22/2018112201928.html
23. Lee, S. H. (2019, October 21). ‘Healing while watching mukbang, Vlog’…Emotional Consumer looking for vacarious satisfaction. Maeil Business. Retrieved from https://www.mk.co.kr/news/society/view/2019/10/855548/
24. Lee, Y.-J., Ji, J.-H., Woo, G., & Cho, H.-G. (2009). Analysis and Visualization for Comment Messages of Internet Posts. The Korea Contents Society, 9(7), 45-56.
25. Lee, Y. J. (2019, June 11). The era of opening wallets on Youtube Mukbang. Herald Business. Retrieved from http://news.heraldcorp.com/view.php?ud=20190611000327
26. Lim, J. H. (2019, February 24). Over the past 10 years, Internet Usage of the older adults has more than doubled. Etoday. Retrieved from http://www.etoday.co.kr/news/view/1725719
27. Lim, Y. J., & Kim, Y. W. (2014). General Social Media Usage in South Korea With a Focus on Differences Between Private and Public Organizations. Public Relations Studies, 18(1), 41-69.
28. Maccoby, E. E., & Wilson, W. C. (1957). Identification and observational learning from films. The Journal of Abnormal and Social Psychology, 55(1), 76-87.
29. Ministry of Food and Drug Safety (2009). Nutritional Standards of High calorie Low nutrition food. Retrieved from http://www.law.go.kr/LSW//admRulLsInfoP.do?chrClsCd=&admRulSeq=2000000009356
30. Morris, A. M., FRACP, M. M., Katzman, D. K., & FRCPC, M. D. (2003). The impact of the media on eating disorders in children and adolescents. Paediatrics & Child Health, 8(5), 287-289.
31. Na, E. K. (2015). “Eating broadcasts” and “Cooking broadcasts” Exploratory study on food media trends: Socio-cultural backgrounds and new media use factors. Social Science Studies, 28(1), 13-215.
32. National Health Insurance Service (2018). Survey of awareness of obesity in 2018. Retrieved from http://www.medric.or.kr/Uploads/BLibrary/비만.pdf
33. NAVER Wikipedia (2019, January 21). Mukbang. Retrieved from https://terms.naver.com/entry.nhn?docId=5725030&cid=43667&categoryId=43667
34. Paine, K. D., & Kowalski, P. (2008). Are we engaged yet? A framework for measuring engagement in social media. In Research that matters to the practice: Proceedings of the 11th International Public Relations Research Conference, March (pp. 6-9).
35. Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4), 483-491.
36. Pereira, B., Billy, S., & Sean, L. (2019). I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang. Australasian Marketing Journal(AMJ), 27(2), 78-90.
37. Powell, L. M., Szczypka, G., Chaloupka, F. J., & Braunschewig, C. L. (2007). Nutritional Content of Television Food Advertisements Seen by Children and Adolescents in the United States. Pediatrics, 120(3), 576-583.
38. Rasmussen, L. (2018). Parasocial interaction in the digital age: an examination of relationship building and the effectiveness of YouTube celebrities, The Journal of Social Media in Society, 7(1), 280-294.
39. Rettberg, J. W. (2009). ‘Freshly Generated for You, and Barack Obama’ How Social Media Represent Your Life. European Journal of Communication, 24(4), 451-466.
40. Ryoo, W. J. (2015). Political economy of ‘Cookbang’. Culture Science, 83, 160-173.
41. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-16.
42. Sood, S., & Rogers, E. M. (2000). Dimensions of parasocial interaction by letter-writers to a popular entertainment - education soap opera in India. Journal of Broadcasting & Electronic Media, 44(3), 386-414.
43. Story, M., & Faulkner, P. (1990). The prime time diet: A content analysis of eating behavior and food messages in Television program content and commercials. American Journal of Public Health, 80(6), 738-740.
44. Taylor, M., & Kent, M. L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics. Public Relations Review, 36(3), 207-214.
45. Whang, I.-S., Jung, M-R., & Jang, M-S. (2004). A Study on the interactivity between the interactive TV drama and it's viewer: Focusing upon psychological factors related to PSI, identification, presence and viewer satisfaction. Korean Journal of Broadcasting & Telecommunication Studies, 18(4), 44-87.
46. Yoo, J. H., & Kim, J. (2012). Obesity in the new media: A content analysis of obesity videos on YouTube. Health Communication, 27, 86-97.
부록
1. 관계부처합동 (2018). 국가 비만관리 종합대책. Retrieved from http://www.mohw.go.kr/upload/viewer/skin/doc.html?fn=1532583823486_20180726144343.pdf&rs=/upload/viewer/result/202004/
2. 국민건강보험공단 (2018). 2018년 비만에 대한 인식도 조사. Retrieved from http://www.medric.or.kr/Uploads/BLibrary/비만.pdf
3. 김정기·김달환 (2008). 대학생 이용자의 댓글 읽기와 쓰기 동기 및 만족감. <사이버커뮤니케이션학보>, 25권 4호, 5-47.
4. 김채환 (2009). 인터넷 뉴스 댓글의 이용과 상호작용성의 만족도에 관한 연구. <언론과학연구>, 9권 1호, 5-44.
5. 김혜진 (2015). 하위문화로서의 푸드 포르노(Food Porn) 연구. <인문학연구>, 50권, 432-455.
6. 나은경 (2015). ‘먹는 방송’과 ‘요리하는 방송’ 음식미디어에 대한 커뮤니케이션학적탐색: 텔레비먹방/쿡방 유행의 사회문화적 배경과 뉴미디어 이용 요인. <사회과학연구>, 28권 1호, 183-215.
7. 네이버 지식백과 (2019, 1, 21). 먹방. Retrieved from https://terms.naver.com/entry.nhn?docId=5725030&cid=43667&categoryId=43667
8. 노희윤 (2019). 국내 OTT 서비스 이용 현황 분석 – 유튜브(Youtube)를 중심으로. <정보통신방송정책>, 31권 4호 통권 687호, 30-40. Retrieved from http://m.kisdi.re.kr/mobile/repo/com_view.m?key1=14608&selectPage
9. 류웅재 (2015). ‘쿡방’의 정치경제학-주체의 자기 통치의 관점에서. <문학과학>, 83권, 160-173.
10. 보건복지부 (2016). 국민공통식생활지침. Retrieved from http://www.mohw.go.kr/react/al/sal0301vw.jsp?PAR_MENU_ID=04&MENU_ID=0403&CONT_SEQ=330959
11. 식품의약품안전처 (2009). 고열량저영양 식품 영양성분 기준. Retrieved from http://www.law.go.kr/LSW//admRulLsInfoP.do?chrClsCd=&admRulSeq=2000000009356
12. 안진·최영 (2016). 인터넷 개인 방송 시청 공동체 특성에 관한 탐색적 연구: 아프리카 TV 먹방 BJ 애봉이를 중심으로. <한국방송학보>, 30권 2호, 5-53.
13. 언론진흥재단 (2019). 언론수용자의식조사. Retrieved from http://www.kpf.or.kr/
14. 이세현 (2019, 10, 21). ‘먹방·브이로그 보면서 힐링’…대리만족 찾는 ‘이모셔널 컨슈머’. <매일경제>. Retrieved from https://www.mk.co.kr/news/society/view/2019/10/855548/
15. 이유정 (2019, 6, 11). 유투브 먹방에 지갑 여는 시대. <헤럴드경제>. Retrieved from http://news.heraldcorp.com/view.php?ud=20190611000327
16. 이윤정·지정훈·우균·조환규 (2009). 인터넷 게시물의 댓글 분석 및 시각화. <한국콘텐츠학회논문지>, 9권 7호, 45-56.
17. 이해나 (2018, 11, 22). 국민 60% 나는 살쪘다 인식…먹방 비만 조장도 동의. <헬스조선>. Retrieved from http://health.chosun.com/site/data/html_dir/2018/11/22/2018112201928.html
18. 임유진·김영욱 (2014). 국내 소셜미디어 이용 현황에 관한 탐색적 연구기업과 공공기관의 비교를 중심으로. <홍보학 연구>, 18권 1호, 41-69.
19. 임지훈 (2019, 2, 24). 최근 10년간 장년층이상 인터넷 사용률 2배 넘게 증가. <이투데이>. Retrieved from http://www.etoday.co.kr/news/view/1725719
20. 장윤재·김미라 (2016). 정서적 허기인가 정보와 오락의 추구인가?: 먹방·쿡방 시청동기와 시청경험, 만족도의 관계. <한국방송학보>, 30권 4호, 152-185.
21. 정원엽 (2020. 1, 28). 월간 442억분 보는 유튜브....SNS는 인스타 빼고 사용 줄었다. <중앙일보>. Retrieved from https://news.joins.com/article/23691005
22. 홍석경·박소정 (2016). 미디어 문화 속 먹방과 헤게모니 과정. <언론과 사회>, 24권 1호, 105-150.
23. 황인성·정문열·장민선 (2004). 인터랙티브 TV 드라마와 수용자 간의 상호작용성에 관한 연구: 의사사회적 상호작용, 동일시, 프레젠스 그리고 시청만족도를 중심으로. <한국방송학보>, 18권 4호, 44-87.