충주시 유튜브 콘텐츠 댓글을 통해 본 지자체 행정PR의 함의: 텍스트마이닝의 의미연결망 분석을 중심으로

다국어 초록 (Multilingual Abstract)

Recent trends show an acceleration in the use of YouTube for public relations activities by local governments. This study aims to explore the practical implications of YouTube as a key tool for administrative PR in this context. Specifically, it examines the Cheongju City YouTube channel, which is recognized for having the highest PR impact among local governments in South Korea. The analysis employed semantic network analysis through text mining, focusing on a collection of 84,780 comments posted on the Cheongju City YouTube channel.
The findings reveal that the channels entertainment-oriented content positively influences users favorable evaluations and likability. This entertainment aspect appears to enhance user engagement, participation, and communication. Furthermore, an important observation is the development of a sense of intimacy between users and the content provider, Kim Seon-tae, an official from Cheongju City. This relationship is identified as a key factor in the channels success.
Such elements of entertainment and personal connection not only boost satisfaction and loyalty towards the channel but also positively impact the regional image of Cheongju City and stimulate interest in visiting the area.