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The Korean Society for Journalism & Communication Studies (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 67, No. 3, pp.239-290
ISSN: 2586-7369 (Online)
Print publication date 30 Jun 2023
Received 12 Apr 2023 Accepted 05 Jun 2023 Revised 07 Jun 2023
DOI: https://doi.org/10.20879/kjjcs.2023.67.3.007

유튜브 인플루언서의 사과 영상 내용분석 : 메시지 전략과 비언어적 커뮤니케이션을 중심으로

송다은** ; 윤영민***
**고려대학교 일반대학원 미디어학과 박사과정 daeun.song.1110@gmail.com
***고려대학교 미디어학부 교수 ymyoon@korea.ac.kr
A Content Analysis of YouTube Influencers’ Apology Videos : Focusing on Message Strategy and Nonverbal Communication
Da Eun Song** ; Youngmin Yoon***
**Ph.D. Student, School of Media and Communication, Korea University daeun.song.1110@gmail.com
***Professor, School of Media and Communication, Korea University, corresponding author ymyoon@korea.ac.kr

초록

본 연구는 구독 경쟁이 심화되는 상황에서 증가하고 있는 유튜브 인플루언서의 사과 영상을 대상으로 하여 이들의 위기 커뮤니케이션 방법을 알아보고자 했다. 구체적으로 사과 메시지에 이용된 이미지 회복 전략은 무엇인지를 포함한 사과 내용은 무엇인지, 자신을 어떻게 영상에서 표현하는지, 이를 어떻게 전달하는지를 살펴보고 이와 더불어 비언어적 신호들이 어떻게 나타나는지를 자세, 시선, 표정으로 확인했다. 그리고 영상에 반영된 비언어적 신호, 이미지 회복 전략과 이를 시청한 공중의 반응 간 관계를 살펴보았다. 이를 위해 내용분석 방법을 활용해 만 명 이상의 팔로워를 가진 유튜브 인플루언서의 사과 영상 61개를 표집했다. 연구 결과, 이미지 회복 전략에서 사죄 전략은 모든 영상에 포함되었으며 그 다음으로 개선 행위 전략, 책임 회피 전략, 공격성 축소 전략, 부인 전략의 순서로 포함된 것으로 나타났다. 사과 영상의 내용과 관련하여 사과의 주제는 부적절한 행동 등에 의해 시청자나 사회로부터 제기된 문제 상황이 가장 많았으며 사과의 대상은 주로 시청자였고 유튜브 인플루언서가 제시한 사과 영상 후 후속 행동은 스스로에 대한 개선이 가장 많았다. 또한 높은 비율로 잘못을 인정하거나 후회를 표현하는 메시지를 찾아볼 수 있었으나 용서를 구하거나 보상을 제시하는 표현은 거의 찾아볼 수 없었다. 이러한 결과는 유튜브 인플루언서가 자신들의 성공과 관련된 팔로워와의 관계만을 고려하여 한정적으로만 표현한 사과 내용을 반영하는 결과라고 해석할 수 있을 것이다. 그리고 유튜브 인플루언서는 사과 영상에서 주로 검은 옷을 입고 스튜디오에서 사과를 했으며 이는 이와 같은 모습을 통해 인플루언서로의 책임감을 보여 진정성을 전달하려는 시도라고 할 수 있을 것이다. 영상에서 음악은 주로 이용되지 않았지만 편집 기술은 이용된 경우가 많았으며 까만 섬네일은 적용되지 않은 경우가 많았다. 사과 영상에 나타난 비언어적 신호 중에서 수동적인 자세가 가장 많이 포함되었으며 그 다음으로 시선 회피, 슬픈 표정의 순서로 나타났다. 그리고 남성 유튜브 인플루언서의 경우 여성에 비해 시선 회피를 더 많이 하고 있었다. 이미지 회복 전략과 공중의 반응 간 관계를 확인한 결과 사죄 전략과 부인 전략을 함께 구사했을 때가 부인 전략을 함께 구사하지 않았을 때보다 사과 영상 전과 비교해 이후 업로드한 영상의 뷰 수와 좋아요 수가 더 감소했다. 또한 사과 영상에 사죄 전략과 개선 행위 전략이 함께 사용되었을 경우가 함께 사용되지 않았을 때보다 사과 영상의 뷰 수가 더 많았다. 마지막으로 비언어적 신호가 영상에 포함된 정도와 공중의 반응의 관계를 살펴본 결과 영상에 수동적 자세가 많이 포함될수록 사과 영상 이후에 업로드된 영상들의 좋아요 수가 적게 감소하거나 감소하지 않았고, 시선 회피가 많이 포함될수록 사과 영상의 뷰 수가 적었다.

Abstract

This study sought to gain insights into effective crisis communication strategies through an analysis of the growing trend of apology videos among YouTube influencers who are constantly facing intense competition to gain and retain subscribers. Specifically, this study analyzes the content of the messages conveyed by YouTube influencers in their apology videos including image restoration strategies. The study utilized a comprehensive approach to analyzing the apology videos of YouTube influencers, including an examination of how they were represented in their videos, the apology content they used, and how they conveyed their messages. Furthermore, the study looked at nonverbal communication in apologetic videos, such as posture, gaze, and facial expressions. A content analysis method was utilized to sample 61 apology videos from YouTube influencers with over 10,000 followers. The findings revealed that all apology videos included a mortification strategy, followed by a corrective action strategy, an evading responsibility strategy, a reducing offensiveness strategy, and a denial strategy. The apology topics primarily centered on problematic situations raised by viewers or society as a result of inappropriate behavior, with the apology directed towards viewers and the follow-up action given by YouTube influencers focusing on self-improvement. This study found that apology videos predominantly admitted fault or expressed remorse, with few asking the forgiveness or offering compensation. This implies that the apologetic content was designed to keep the influencers’ relationship with their followers, which is critical to their success. Influencers frequently appeared in dark costumes and apologized in a studio setting without music in apology videos. They also commonly employed editing techniques but avoided utilizing black thumbnails. These decisions can be seen as an attempt to demonstrate sincerity and responsibility to their audience. Among the nonverbal signals observed in the apology videos, passive posture was the most frequently displayed, followed by gaze avoidance and sad expression. Male YouTube influencers tended to employ more gaze avoidance compared to females. Results from examining the relationship between image restoration strategies and public responses revealed that when both mortification and denial strategies were used together, the subsequent videos uploaded after the apology video received fewer views and likes compared to when denial strategies were not employed. Additionally, when apology videos incorporated both mortification and corrective action strategies, the view count was higher compared to when these strategies were not utilized together. Finally, the relationship between the inclusion of nonverbal signals in videos and public responses showed that videos with more passive posture had fewer or no decrease in the number of likes for subsequent videos uploaded after the apology video and those with more gaze avoidance had fewer views for the apology video. Based on these findings, theoretical and practical implications are discussed.

Keywords:

Crisis Communication, Nonverbal Communication, YouTube Influencer, Apology, Content Analysis

키워드:

위기 커뮤니케이션, 비언어적 커뮤니케이션, 유튜브 인플루언서, 사과, 내용 분석

Acknowledgments

This research was supported by the School of Media and Communication at Korea University(본 연구는 고려대학교 미디어학부 특별연구비 지원을 받아 수행되었음).

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