Leiden University Student Repository

Jager, Rosalie de (2023)

The Influence of Foreign Content Creators on Korea’s Global Image in Collaboration with the Korean Government: A Systematic Analysis of Tactics and a Thematic Analysis of YouTube Comments

Bachelor thesis | Koreastudies (BA)

This thesis examines how foreign content creators in Korea influence South Korea’s global image in collaboration with the Korean government. This is done by exploring the influential tactics these creators use in their videos and the results of these tactics through thematical analysis of these creators’ YouTube comment sections. The proactive involvement of the Korean government, through both national and regional organisations, emphasises the importance of cultural diplomacy, an opportunity to reach and influence global audiences. As South Korea continues to assert its presence globally, understanding these dynamics becomes increasingly important. This thesis argues foreign content creators do not just make videos about Korea; they play an active role in shaping Korea’s global image.

YouTube

Hallyu

Soft Power

Korean Government

Influencers

Author

Jager, Rosalie de

Faculty

Faculty of Humanities

Supervisors

Green, C. K.
Veldkamp, E.

ECTS Credits

10

Language

en