스트레이 키즈 팬덤의 언어권별 담론 분화 양상 분석

초록

This study aims to conduct an in-depth analysis of discourse patterns in YouTube comments following the globalization of K-POP groups. For this purpose, YouTube comments from the fandom of Stray Kids’ album DO IT, which recently topped the Billboard 200, were selected as a case study. After data cleaning, 60,700 data points were secured and analyzed using text mining techniques, revealing significant differences across linguistic spheres. The distribution of discourse showed that the English-speaking sphere occupied an overwhelming majority (82.5%), followed by the Spanish-speaking sphere, which exhibited a density 2.8 times higher than that of the Korean-speaking sphere. These results, where English and Spanish discourses surpass Korean, empirically demonstrate that K-POP has transcended the linguistic limitations of its origin and reached the realm of a certified “transnational universal culture.” The core keywords and connection results also varied greatly by language. In the English-speaking sphere, a discourse mechanism of “Strategic Performance Indicators” was identified, which strategically drives Stray Kids’ global achievements. In the Spanish-speaking sphere, a “Familial Projection Solidarity” discourse emerged, elevating creative works into art and projecting the fandom as a family. Meanwhile, the Korean-speaking sphere was dominated by “Emotional Bonding and Care Narrative” discourse, reflecting pride in the group’s origin and close emotional ties with the artist. Finally, an analysis of other linguistic spheres as a comparative group revealed a “Multilingual Solidarity” pattern, where fans expressed affection in over 10 local languages while using common fandom slang to drive cohesion. In conclusion, while the global fandom shares affection for the artist through common interests in the transnational space of digital platforms, this study confirms that discourse meanings differentiate based on the cultural landscapes and linguistic specificities of each sphere. These findings prove the importance of establishing optimized, customized discourse strategies by analyzing country-specific discourse structures and cultural reception patterns when formulating globalization strategies for domestic artists.

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