A Study on Public Perception of Virtual Idols: Focusing on Comments on PLAVE’s Video

This study explores the changing perceptions and reactions of the public towards PLAVE, a virtual idol, in the evolving media landscape where virtual idols are gaining increasing attention.To achieve this, the study employs text mining to analyze comments on PLAVE's debut song on YouTube.The analysis is divided into two temporal phases to capture the shifts in public perception over time.In the initial phase, public attention was predominantly focused on virtual idols' visual appeal and technological innovation with reactions highlighting novelty and uniqueness.On the contrary, in the later phase, emotional bonds and fan engagement became more prominent with PLAVE's musical narratives and live broadcasts, which played a significant role in shaping audience responses.These findings demonstrate that virtual idols such as PLAVE are not merely digital characters but entities capable of forming meaningful emotional connections with the audience, resembling the acceptance of traditional idols.The study emphasizes the importance of designing content that fosters emotional connections and provides fan experiences.It also highlights the potential of virtual idol content as a foundation for further research and a significant contributor to K-Contents' expansion.As an initial investigation into public perceptions of virtual idols, this study is a starting point for more in-depth discussions in future research.