Insights into South Korea's Perception of EU: A Social Media Analysis
This study delves into South Korea's perception and expectations of the EU through an examination of social media dynamics. It covers platform popularity, account activeness, hot issues, and focus areas, shedding light on bilateral relations and netizens' reactions. The analysis includes visuals, concluding with valuable insights for understanding South Korea's stance towards the EU.
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EXPECT: South Koreas Perception and EXPECT: South Korea s Perception and Expectations of EU Expectations of EU The case of Social Media The case of Social Media Sae Won CHUNG Pukyong National University March 2022
Content 1 2 3 4 5 6 7 8 9 10 11 Monitored platform and accounts Activeness of EU & Hot issues Sources Centrality Level of focus/ Domesticity Action & themes Bilateral relations Evaluation & netizens reactions Self-image and Asia s expectations Visual images Conclusions
1. Popularity of social media platforms Platforms Usage Share 1st Instagram 78.7% 2nd Facebook 42.5% 3rd Naver Band 22.8% Source: https://www.nasmedia.co.kr/%EC%A0%95%EA%B8%B0%EB%B3%B4%EA%B3%A0%EC%84% 9C/2022%EB%85%84-4%EC%9B%94-2022-npr-%EC%9A%94%EC%95%BD- %EB%B3%B4%EA%B3%A0%EC%84%9C/
2. Activeness of accounts (n=574) 2020 2021 300 250 No. of posts 200 150 100 50 0 EUDK South Korean Embassy in Belgium/EU
EUD social media activity under Covid-19 Shadow 16 14 Total post 12 No. of posts 10 8 6 4 Posts mentioned Covid-19 2 0 March April May June March April May June 2020 2021
MFA social media activity under Covid-19 Shadow 120 100 Total post 80 No. of posts 60 40 Posts mentioned Covid-19 20 0 March April May June March April May June 2020 2021
Attention on Brexit (2020 & 2021) 300 250 200 No. of posts 150 100 Total posts 50 Posts mentioned Brexit 0 EUD MFA
Other hot issues in EUD account 100 2020 2021 90 80 70 60 No. of posts 50 40 30 20 10 0 gender equality green deal human rights North Korea Indo-Pacific
Other hot issues in MFA account 100 2020 2021 90 80 70 60 No. of posts 50 40 30 20 10 0 Data Protection North Korea Myanmar Israel/Palestine
3. Sources (n=574) 100% 90% 80% 70% Direct repost 60% Quote repost 50% Original 40% 30% 20% 10% 0% 2020 2021 2020 2021 EUD MFA
Sources of reposts EUD MFA 2020 2021 2020 2021 KEN-Korea EU CSO Network KEN-Korea EU CSO Network 1st SK MFA SK MFA SK Cultural and Information Service 2021 P4G Seoul Summit official page SK Emb. To BE/EU Official Page 2nd EEAS EEAS German Embassy in Seoul European Commission 3rd SK Blue House
4. Centrality of EU (n=574) 100% 90% 80% 70% Nil Minor Secondary Major 60% 50% 40% 30% 20% 10% 0% 2020 2021 2020 2021 EUD MFA
5. EUDs Level of Focus (all posts) 450 400 350 300 No. of posts Personal 250 Local 200 Regional 150 Global 100 50 0 2020 2021
Domesticity of MFA posts (all posts) 300 250 200 No. of posts 3rd Global Asia Local EU/Europe 150 100 50 0 2020 2021
Domesticity of MFAs EU posts 100 90 80 70 No. of posts 3rd Global Asia Local EU/Europe 60 50 40 30 20 10 0 2020 2021
6. EU actions (Main/2nd focus) 60 50 40 No. of posts 30 Extra-EU 20 Intra-EU 10 0 2020 2021 2020 2021 EUD MFA
Leading #hastag in EUD (Major/2nd) 2020 2021 1st #Covid19 #EUinKorea 2nd #EU #ClimateAction 3rd #EUinKorea #EuropeDay
Intra-EU actions (Major/2nd) 45 40 35 30 Others No. of posts 25 A New Push for European Democracy An Economy that Works for People Promoting our European Way of Life 20 15 10 5 0 2020 2021 2020 2021 EUD MFA
Sub-frame of intra-EU actions (Main/2nd focus) 2020 EUD MFA Promoting our European Way of Life An Economy that Works for People A New Push for European Democracy Health Care Health Care - State of Economy Justice (Consumer Protection) EU Values 2021 EUD MFA Promoting our European Way of Life An Economy that Works for People - Health Care - State of Economy
Extra-EU actions (Major/2nd) 60 50 40 Others No. of posts 30 Green 20 Promoting our European Way of Life An Economy that Works for People A Stronger Europe in the World 10 0 2020 2021 2020 2021
Sub-frame of extra-EU actions (Main/2nd focus) 2020 & 2021 EUD MFA A stronger Europe in the world An Economy that Works for People Promoting our European Way of Life CFSP Economy Economy/Trade Health Care
7. Bilateral relation (Main/2nd focus) 100 90 80 70 No. of posts 60 50 40 30 20 10 0 2020 2021 2020 2021 EUD MFA
Bilateral relation with South Korea (Main/2nd focus) 2020 2021 1st EU ambassador s TV interview Europe Day Celebration EU-Korea bilateral diplomatic activities (EU Ambassador s visit to Korean institutions) Bilateral Environmental Co- operation 2nd EUD Europe Day Celebration International Women s Day Celebration 3rd 1st Korean ambassador s meeting with EU/Belgian officers EU-Korea virtual summit on 30th June 2020 EU-Korea Travel restrictions in COVID-19 context EU-Korea MFA meetings (Ministerial level) EU-Korea Trade Statistics (EU Affairs) MFA 2nd 3rd
8. Evaluation of EU (Major/2nd, n=157) 100% 90% 80% 70% Negative Neutral Positive 60% 50% 40% 30% 20% 10% 0% 2020 2021 2020 2021 EUD MFA
Evaluation of intra-EU actions 100 Negative 90 Neutral 80 Positive 70 60 No. of posts 50 40 30 20 10 0 2020 2021 2020 2021 EUD MFA Response to Covid19 EU as a partner of Korea
Most popular posts of intra-EU story Most Most liked Most shared commented EU MS Ambassadors in Korea deliver the message for COVID patients in Korea EUD 2020 2020 EU s Current Trends MFA EU s Current Trends 2021 - -
Evaluation of extra-EU actions 100 Negative 90 Neutral 80 Positive 70 60 No. of posts 50 40 30 20 10 0 2020 2021 2020 2021 EUD MFA
Evaluation of extra-EU action (Main/2nd focus) Leading +ve Story Leading -ve Story EUD s participation of South Korea s the Thanks to you Challenge Promoting EU Integration to External Viewers - 2020 EUD 2021 - South Korean government put Europe as a dangerous region of COVID-19 2020 South Korea-EU Co- operation MFA - 2021
Most popular posts of extra-EU story Most liked Most commented Most shared 2020 EU Ambassador s remarks on Europe Day in Korea EUD EU Ambassador to Korea talks about the EU s new policy strategy in the Indo-Pacific Region Europe Day 2021 Celebration Europe Day 2021 Celebration 2021 Press Conference after the EU-South Korea Leaders video call Press Conference after the EU-South Korea Leaders video call EU South Korea Video Conference 2020 Meeting with the President of the Chamber of Representatives of Belgium Ambassador YOON met with Madame Eliane Tillieux, President of the Chamber of Representatives of Belgium. Signing Ceremony of M.O.U for the further cultural cooperation between the Korean Embassy and BOZAR MFA 2021 -
9. Self-image built by EUD (Main/2nd) 2020 2021 1st Partner of South Korea Promoter of human rights 2nd Green Europe 3rd - Promoter of equality
Expectation in EUD/MFA account (Main/2nd) 50 From 3rd From EU From local 45 40 35 30 No. of posts 25 20 15 10 5 0 2020 2021 2020 2021 EUD MFA
South Koreas Expectation on EU 2020 (3 expectation) 2021 (2 expectations) Agreement partner in aviation safety management 1st Partner of Korea A cooperation partner of Korea in green deal 2nd
Conclusions 1. COVID-19 shadow deteriorated in 2021. 2. EUD and MFA rarely covered the Brexit issues. 3. Other than these two issues, EUD (Gender Equality, Green Deal, Human Rights, North Korea and Indo- Pacific) and MFA (Data Protection, North Korea, Myanmar and Israel/Palestine) showed different interests regarding hot issues. 4. EUD and MFA are inclined to get the posts from their diplomatic headquarters (EUD EEAS, MFA SK Government). 5. In terms of Centrality, EUD has the highest percentage of major centrality, and MFA has the highest percentage of Nil centrality.
Conclusions (2) 6. EUD and MFA posts tended to have local focus (i.e. on Korea). 7. For the hashtag, EUD are most likely to have hashtags to promote EU Activities (2020: COVID-19 campaigns and support, 2021: Europe Day). 8. EUD and MFA rarely post negatively on EU. 9. There were no to low expectations towards EU. 10. The EU s strongest self-image was a competent partner for South Korea.
