An Innovative Study of the Role of Public Diplomacy in Examining the ‘Anti‐Korean Wave’ on <scp>YouTube</scp>

ABSTRACT The Korean Wave, a cultural phenomenon originating in East Asia, initially gained popularity in countries such as Japan, China and Taiwan before spreading globally, driven by advancements in digital technology. However, an ‘anti‐Korean Wave (AKW)’ (or ‘hate‐Korean Wave’) has emerged simultaneously. Various studies have identified factors influencing the spread and success of the Korean Wave via social media. Nonetheless, the AKW remains poorly explored. The present study employed social network analysis to examine the various forms, issues and contents of AKW discourse on YouTube. Analysis of network structures using the keywords ‘AKW’ and ‘hate‐Korean Wave’ revealed a prevalent ‘community cluster’ pattern. Specifically, the ‘AKW’ keyword demonstrated a structure resembling a ‘brand cluster,’ dominated by the top five clusters. The content often featured negative portrayals of Korean politics, society, and culture, with local media serving as the primary dissemination source. These findings underscore the significance of active media diplomacy by the Korean government. Efforts are also necessary to create ‘shared understandings and meanings’ with other parties through social media beyond merely delivering information and activities. Producing uniquely Korean cultural content while regularly monitoring digital media and taking countermeasures where necessary must be continued.