박장효 선생님이 박사과정 기간에 2번째 SSCI 논문을 게재했습니다. 이는 미국 탑스쿨에서도 어려운 성과입니다. 축하합니다.

1. 제목 : An Innovative Study of the Role of Public Diplomacy in Examining the 'Anti-Korean Wave' on YouTube
2. 학술지 : Asia Pacific Viewpoint(2025년 2월)
                   *SSCI급 연구논문
3. 관련 사이트 : https://onlinelibrary.wiley.com/share/author/PZ5CIUKCDJCTJR7IVHRE?target=10.1111/apv.12443
4. 저자 : 박장효(동아시아문화학과 박사4기), 박한우(동아시아문화학과 교수)
5. 초록
 The Korean Wave, a cultural phenomenon originating in East Asia, initially gained popularity in countries such as Japan, China 
and Taiwan before spreading globally, driven by advancements in digital technology. However, an ‘anti- Korean Wave (AKW)’ (or 
‘hate- Korean Wave’) has emerged simultaneously. Various studies have identified factors influencing the spread and success of 
the Korean Wave via social media. Nonetheless, the AKW remains poorly explored. The present study employed social network 
analysis to examine the various forms, issues and contents of AKW discourse on YouTube. Analysis of network structures using 
the keywords ‘AKW’ and ‘hate- Korean Wave’ revealed a prevalent ‘community cluster’ pattern. Specifically, the ‘AKW’ keyword 
demonstrated a structure resembling a ‘brand cluster,’ dominated by the top five clusters. The content often featured negative 
portrayals of Korean politics, society, and culture, with local media serving as the primary dissemination source. These findings 
underscore the significance of active media diplomacy by the Korean government. Efforts are also necessary to create ‘shared 
understandings and meanings’ with other parties through social media beyond merely delivering information and activities. 
Producing uniquely Korean cultural content while regularly monitoring digital media and taking countermeasures where nec
essary must be continued.