American beef on the NetAmerican beef on the Net: : Online presence about U.S. beef import in S. KoreaOnline presence about U.S. beef import in S. Korea

Han Woo PARKHan Woo PARKDepartment of Communication & InformationDepartment of Communication & Information

YeungNam University, Korea (South)YeungNam University, Korea (South)hanpark@ynu.ac.krhanpark@ynu.ac.kr

http://www.hanpark.nethttp://www.hanpark.net  

Woo Young CHANGWoo Young CHANGDivision of International RelationsDivision of International Relations

Catholic University of Daegu, Korea (South)Catholic University of Daegu, Korea (South)

•Work-in-progressWork-in-progress• Many thanks to research assistants and Dr. Many thanks to research assistants and Dr.

Bruns Bruns

This research examines how This research examines how the issue of ‘US Beef the issue of ‘US Beef Imports to South Korea’ Imports to South Korea’ during the during the May and June May and June of of 2008 was diffused on 2008 was diffused on Korea’s blogosphere. Korea’s blogosphere.

We begin with illustrating We begin with illustrating the socio-cultural the socio-cultural background to the case background to the case under study, followed by a under study, followed by a theoretical discussion of theoretical discussion of Korea’s politicized Korea’s politicized cyberspace.cyberspace.

Socio-cultural background Socio-cultural background to the case under studyto the case under study

Direct motivation: Korean Direct motivation: Korean government’s action to import government’s action to import a beef of cattle older than 30 a beef of cattle older than 30 months, which is known to have months, which is known to have considerable potential of ‘considerable potential of ‘mad mad cow diseasecow disease’ from the US’ from the US

A public expression against neo-A public expression against neo-liberal policies of new President liberal policies of new President MB Lee (e.g., privatizing nat’l MB Lee (e.g., privatizing nat’l health care system)health care system)

Concerns Amnesty Int’l Concerns Amnesty Int’l identifiedidentified

Unnecessary or excessive use of Unnecessary or excessive use of police force, including the police force, including the misuse of police and security misuse of police and security equipment during the protestsequipment during the protests

Arbitrary arrest and detentionArbitrary arrest and detentionA lack of adequate training of A lack of adequate training of

the policethe policeA lack of police accountabilityA lack of police accountability

A theoretical discussion of A theoretical discussion of Korea’s politicized Korea’s politicized

cyberspacecyberspace

Core-peripheral structure of Core-peripheral structure of diffusiondiffusion

Similar to ‘Slash dot effect’ in Similar to ‘Slash dot effect’ in the US, ‘the US, ‘Daum-AgoraDaum-Agora’(DA) ’(DA) effect ariseseffect arises

DA, an web-based discussion DA, an web-based discussion media, has been playing a media, has been playing a tremendous role in raising tremendous role in raising public awareness and providing public awareness and providing an investigative reporting abut an investigative reporting abut US beefUS beef

Theoretical controversy of Theoretical controversy of BalkanizationBalkanization

Unjustified temporal effect: Some Unjustified temporal effect: Some negativenegative evidences about evidences about deepening dividedeepening divide

Simplified media usage model: Simplified media usage model: Shifting from Shifting from DailyMeDailyMe to to ProdusageProdusage

Limited to political cooperation issues Limited to political cooperation issues in a well-connected social world: in a well-connected social world: ‘‘Collective intelligenceCollective intelligence’ certainly ’ certainly occurs in some (loose) contextsoccurs in some (loose) contexts

Theoretical controversy of Theoretical controversy of MobilizationMobilization

Several factors Several factors involved:involved:Socio-political-cultural constraints Socio-political-cultural constraints

and practices (e.g., regulation, and practices (e.g., regulation, policing, IT infra, power-distance policing, IT infra, power-distance etc.) etc.)

Inter-media agenda setting: Inter-media agenda setting: Influential conventional media’s Influential conventional media’s impact on usersimpact on users

Competitive media market: Obsolete Competitive media market: Obsolete DailyMeDailyMe

Increasing media education: Multiple Increasing media education: Multiple site-browsing and balanced site-browsing and balanced approachapproach

There's been some fantastic work in There's been some fantastic work in this field already- from this field already- from Yochai Benkler's work on 'commons-based peer 's work on 'commons-based peer production' to production' to Michel Bauwens's 'p2p 's 'p2p production', from production', from Alvin Toffler's 's seminal 'prosumers‘ to seminal 'prosumers‘ to Charles Leadbeater and Paul Miller's and Paul Miller's 'Pro-Ams'. I think it's fair to say that . I think it's fair to say that most if not all of us working in this most if not all of us working in this field see these developments as an field see these developments as an important paradigm shift - a "leap to important paradigm shift - a "leap to authorship" for so many of the authorship" for so many of the people participating in it, people participating in it, as Douglas Rushkoff has memorably put it..

Henry Jenkins asked Axel Henry Jenkins asked Axel Bruns: Produsage? Its Bruns: Produsage? Its

defining traits? defining traits?

I define produsage as I define produsage as "the collaborative and continuous building and extending of existing content in pursuit of further improvement", but that's only the starting , but that's only the starting point. Again, it's important to point. Again, it's important to note that the processes of note that the processes of produsage are often massively produsage are often massively distributed, and not all distributed, and not all participants are even aware of participants are even aware of their contribution to produsage their contribution to produsage projects; their motivations may projects; their motivations may be mainly social or individual, and be mainly social or individual, and still their acts of participation can still their acts of participation can be harnessed as contributions to be harnessed as contributions to produsageprodusage

Collective Intelligence Theory by Collective Intelligence Theory by Surowiecki Surowiecki

Three kinds of problems related Three kinds of problems related to CIto CI

- Cognition, Coordination, Cognition, Coordination, CooperationCooperation

Online environments where the Online environments where the crowd becomes wise; crowd becomes wise; Balkanization may decline but Balkanization may decline but mobilization may increase mobilization may increase

- Diversity, Independence, Diversity, Independence, DecentralizationDecentralization

Research questionsResearch questions

What is the nature of online What is the nature of online network among citizens network among citizens about US beef issue? about US beef issue?

How and to what extent is How and to what extent is the structure of citizen’s the structure of citizen’s online participation online participation altered during a protest altered during a protest against US beef imports?against US beef imports?

Selection of research Selection of research sitesite

The The frequently-read entries(FRE) frequently-read entries(FRE) written by DA blog-reporters written by DA blog-reporters during May and June of 2008during May and June of 2008

- collected with search queries: collected with search queries: mad cow disease, US beef, mad cow disease, US beef, candle light protestcandle light protest

- entries more than 10,000 viewsentries more than 10,000 views

External entries trackbacked to External entries trackbacked to FREFRE

Research MethodsResearch MethodsRQs are examined based on various RQs are examined based on various

kinds of data to discover the kinds of data to discover the hidden political blogosphere to hidden political blogosphere to enhance and/or lessen citizen enhance and/or lessen citizen engagement with the issueengagement with the issue

- Content analysis Content analysis of blog postings based of blog postings based on bloggers’ political positions on the on bloggers’ political positions on the US beef import and other MB Lee’s US beef import and other MB Lee’s policiespolicies

- Network analysis Network analysis among citizen among citizen bloggers in terms of trackbackbloggers in terms of trackback

- Long-tail analysis Long-tail analysis using replies, using replies, trackbacks, and viewstrackbacks, and views to blog postingsto blog postings

FRETrackbacked

blogs

No. of entrie

s

No. of blogge

rs

No. of entrie

s

No. of trackback

ers

May 111 75 387 237

June 152 83 409 240

Profile of FRE bloggersProfile of FRE bloggers

MaleMale bloggers over females bloggers over femalesMostly from Mostly from SeoulSeoul area where area where

cultural elites reside in cultural elites reside in

Interesting findingInteresting finding- Professional journalists from minor Professional journalists from minor

presspress- Some active group-blogsSome active group-blogs- Full-time/independent bloggersFull-time/independent bloggers- Some oversea Korean bloggersSome oversea Korean bloggers

FRE analysis shows that FRE analysis shows that polarizationpolarization about US beef import become about US beef import become weakerweaker with a significant increase in neutral with a significant increase in neutral position (10 -> 55, p=0.000)position (10 -> 55, p=0.000)

N=152N=152JuneJune

N=111N=111MayMay

Neutral

Neutral36.18%

Analyses about other issues Analyses about other issues

Other issues related to Lee’s neo-Other issues related to Lee’s neo-liberal policy programs liberal policy programs were not were not salient salient in both FRE and the in both FRE and the trackbacked in terms of their trackbacked in terms of their occurrence frequencies (FRE: 25 occurrence frequencies (FRE: 25 entries, Trackbacked 22 during May entries, Trackbacked 22 during May and June)and June)

However, the excessive use of However, the excessive use of police police force force emerged as a emerged as a new agenda new agenda among trackbackers during June: among trackbackers during June: ProGov (20.5%), Neutral(31.1%), ProGov (20.5%), Neutral(31.1%), AntiGov (48.4%)AntiGov (48.4%)

28 bloggers are consistent for 2 28 bloggers are consistent for 2 months, that is, ‘months, that is, ‘CoreCore’ group ’ group produced 19 and 14 entriesproduced 19 and 14 entries

Central bloggers Central bloggers are related to media are related to media

industryindustryNetwork becomes Network becomes sparser sparser over timeover timeThe majority of pro-import bloggers are The majority of pro-import bloggers are

isolatedisolated Betweenness of neutral bloggers is not Betweenness of neutral bloggers is not

highhigh

Network analysis among FRE Network analysis among FRE bloggersbloggers

Central bloggers in indegree, MayCentral bloggers in indegree, May

BloggersIndegree centralities

Gender Residence OccupationTrackbackers

Trackbacks

chchtan 6 9 M Seoul 뉴시스 기자

mongu 4 4 M Gyeongsang 전문블로거

idomin 4 4 Mixed Gyeongsang 경남도민일보

hands 4 4 F Seoul 미디어스 기자jkspace 3 4 M Seoul 건축가

pdjournal 3 3 Mixed Seoul PD 저널parismada

me 3 3 F Overseas 주부

kimjongbae 3 5 M Seoul 시사평론가 ( 김종

배 )

ccdm1984 3 3 Mixed Seoul 민주언론시민연합

radiostar11 3 3 M Seoul 웹디자인관련

회사원

Central bloggers in outdegree, MayCentral bloggers in outdegree, May

Bloggers

Outdegree centralitiesGende

r Residence OccupationTrackbackers

Trackbacks

dongnae 15 25 F Unknown Unknown

yjua 7 8 F Seoul 메디컬투데이 기자wantkore

an 6 12 M Seoul 대학교 강사

neopet71 5 6 M Seoul 무역회사직원

totobox 4 4 F Gyeongsang 공부방 강사

daidalos 4 4 F Seoul 주부

Networks among FRE, MayNetworks among FRE, MayN=75N=75MayMay

Central bloggers in indegree, JuneCentral bloggers in indegree, June

BloggersIndegree centralities

Gender

Residence OccupationTrackbacke

rsTrackback

ssisain 5 5 Mixed Seoul 시사인 블로그

2kim 4 5 Mixed Gyeongsang

김주완 ( 남 ), 김주훤( 녀 ) 로서

경남도민일보의 팀블로거 팀블로그

운영자

mediaus 4 5 Mixed Seoul 미디어스 블로그

ctzxp 3 3 M Seoul 월간 [ 말 ] 박형준 기자

kimjongbae 3 9 M Seoul 시사평론가 ( 김종배 )

hangulo 2 5 M Seoul 전문블로거

photohistory 2 3 M Seoul 회사원

migojarad 2 3 M Gyeongsang 고등학생 ( 고 3)

peoplepower21 2 2 Mixed Seoul 참여연대 블로그

chchtan 2 3 M Seoul 뉴시스기자

medwon 2 3 M Seoul 의대생

showbiz 2 3 M Seoul 기업 대표

urijeri 2 2 M Seoul 교회목사

Central bloggers in Outdegree, JuneCentral bloggers in Outdegree, June

BloggersOutdegree centralities

Gender

Residence OccupationTrackbacke

rsTrackback

s

luvyooz 21 35 M Seoul 모름

okhong 7 8 M Seoul 민주노동당 국회의원( 홍희덕 )

may 5 5 M Seoul 무직

2kim 4 4 Mixed Gyeongsang

김주완 ( 남 ), 김주훤( 녀 ) 로서

경남도민일보의 팀블로거 팀블로그

운영자 newzealandst

ory 3 3 M Overseas 대학생

sisain 2 4 Mixed Seoul 시사인 블로그ddokbaro 2 2 M Unknown 모름

hangulo 2 3 M Seoul 전문블로거 , 뉴스보이기자 ( 객원 )

sdlp 2 2 Mixed Seoul민주노동당 서울지역

대학생당원들 팀블로그블로그

Networks among FRE, JuneNetworks among FRE, JuneN=83N=83JuneJune

Profile of TrackbackersProfile of Trackbackers

Items May JuneConsistent group

No. of trackbacker

s237 240 85

Also included in

the FRE

25(10.55%)

25(10.42%)

22(25.88%)

Just like Wikipedians, FRE bloggers Just like Wikipedians, FRE bloggers contributecontribute to the continuing to the continuing extension and improvement of extension and improvement of American beef-related online American beef-related online resource, resource, observeobserve this common this common property with some engagement, and property with some engagement, and are are rewardedrewarded from this ongoing from this ongoing process as their level of process as their level of involvementinvolvement changes overtimechanges overtime

Bruns emphasizes, “Bruns emphasizes, “That’s why I That’s why I suggest that they are neither simply suggest that they are neither simply users nor producers (and they’re users nor producers (and they’re certainly not consumers): they’re certainly not consumers): they’re produsers insteadprodusers instead””

Network from trackbackers to Network from trackbackers to core FRE group, Maycore FRE group, May

Network from trackbackers to Network from trackbackers to core FRE group, Junecore FRE group, June

Structural change over time:Structural change over time:Disappearing long-tail Disappearing long-tail

participationparticipation

An over-time result shows An over-time result shows that the agenda-setting that the agenda-setting function of function of head bloggers head bloggers (A-list)(A-list), whose entries , whose entries were included more than were included more than two times in the FRE, two times in the FRE, become become stronger stronger than that than that of of tail bloggerstail bloggers in terms of in terms of writingswritings, , views, replies, views, replies, and trackbacksand trackbacks

Items 　

May

(115 entries by 75 bloggers)

June

(152 entries by 83 bloggers)

>= 2

entries1 entries 1-2

>= 2

entries1 entries 1 – 2

No. of

bloggers

16

(21.3%)

59

(78.6%)57.3% 　

21

(25.3%)

62

(74.7%)49.4%

No. of

entries

56(48.7

%)

59(51.3

%)2.6%

90

(59.2%)

62

(40.8%)-18.4%

Views1,960,06

9

2,686,94

4726,875

5,141,67

42,336,210

-

2,805,464

Replies 6,612 10,345 3,733 14,254 10,404 -3,850

Trackback

s347 476 129 443 341 -102

What makes the structure of What makes the structure of comm. network change over comm. network change over

time?time?

Aggressive state Aggressive state interventionintervention for for cyberspace cyberspace

DistortedDistorted reporting of conservative reporting of conservative media on mass candlelight media on mass candlelight protests protests

Gradual Gradual decreasedecrease of rally of rally participantsparticipants

Becomes Becomes peripheralperipheral agenda among agenda among citizenscitizens

DiscussionsDiscussions

The results indicate that there is The results indicate that there is indeed indeed a change a change in terms of in terms of online discourse and network online discourse and network structure over this short span structure over this short span of timeof time

Balkanization and Mobilization Balkanization and Mobilization theories need to be theories need to be modified modified and discussed and discussed in terms of new in terms of new ‘produsage’, ‘crowd wisdom’, ‘produsage’, ‘crowd wisdom’, and ‘long-tail’ conceptsand ‘long-tail’ concepts