Comparative study on public opinion formation regarding logistics issues: a computational analysis of video content and comment networks in Japan and South Korea

Abstract This study conducts a comparative time-series analysis of logistics-themed YouTube content from Japan and South Korea, examining how logistics issues are perceived and discussed in both nations. Amidst global supply chain disruptions, the process of forming societal perceptions remains under-researched. By analyzing video subtitles as “sender discourse” and viewer comments as “receiver reactions,” this study utilizes a hybrid methodology of word frequency and co-occurrence network analysis. The findings reveal that the framing and emphasis of logistics problems vary significantly by country. Furthermore, a distinct divergence exists between the frames presented in subtitles and the reactions in comments. These results suggest that logistics issues are not merely technical or economic challenges; rather, they are perceived through lenses shaped by each country’s specific social context and media environment. This research highlights the critical role of digital platforms in reflecting and constructing localized public discourse on logistics.