Article published In:
Journal of Asian Pacific Communication: Online-First Articles

North Korean propaganda and counterpropaganda on YouTube

Attribute agendas and relationships with network strengths

ORCID logo | The University of Texas at San Antonio
Drawn from attribute agenda setting theory and propaganda theory, this study examined an attribute agenda structure of YouTube videos on North Korean propaganda and its relationship with social media network indicators. A topic modeling analysis with 2,538 video descriptions clustered bulk documents into four attribute agendas: proximity, prominence, conflicts, and common interest. Proximity related North Korean propaganda to its main stakeholders such as China. Prominence was concerned with the relationship between North Korea and business. Conflict showcased North Korea’s military power as a confronting mode against South Korea. Common interest covered daily attractions in North Korea, including music and tourism. A positive relationship between conflict and all network strength indicators implies that YouTube descriptions of North Korea are related to military confrontations, showing belligerence as a notable attribute. Four topics and their linkage with network ties suggest that, despite North Korea’s efforts to build a soft image via YouTube, influencers set conflicts as key agenda attributes.
Keywords: attribute agenda setting, propaganda, YouTube, North Korea, network strengths
Article outline
  • Introduction
  • Literature review
    • North Korea and social media
    • Attribute agenda setting
    • Propaganda and counterpropaganda attributes
    • Propaganda, counterpropaganda, and network strengths
  • Research questions
  • Method
    • Data collection
    • Topic modeling procedures
    • Measurements
      • Topics
      • Network strengths
    • Analysis plan
  • Findings
  • Discussion
  • Theoretical and practical implications
  • Study limitations and suggestions for future research
  • Conclusion
  • Notes
  • References
Published online: 4 October 2024
DOI logo
https://doi.org/10.1075/japc.00110.kan
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