YouTube as a social listening tool: Mining housing discourse on YouTube

IF 6.6 1区经济学 Q1 URBAN STUDIES

Cities Pub Date : 2025-07-17 DOI:10.1016/j.cities.2025.106279

Jihun Oh , Jeongseob Kim

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引用次数: 0

Abstract

This study examines the emerging field of social listening, focusing on analyzing public discourse around housing using unstructured social media data, specifically on YouTube in South Korea. Housing, a key asset serving both as shelter and investment, has long been a major social concern, particularly in recent discussions on social media. By exploring how housing discussions are shaped and shared on YouTube, the study aims to deepen our understanding of the public's responses to the housing markets and policies. It investigates who provides housing-related discourse on YouTube, what topics are covered, and how audiences respond to this information. The study analyzes 16,387 YouTube videos from 2011 to 2023 using keywords related to housing. A comprehensive methodological framework, including topic modeling, is proposed for systematically mining housing-related YouTube content, comments, and metadata. Findings show that personal media channels have gained prominence, yet traditional mass media continue to significantly influence housing narratives. The content varies distinctly depending on media type and housing market contexts, while viewer engagement (likes, dislikes, comments) has notably increased. This study provides a practical methodology for utilizing social media data in urban analytics.

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YouTube作为一种社会倾听工具：挖掘YouTube上的住房话语

本研究考察了新兴的社会倾听领域，重点分析了使用非结构化社交媒体数据（特别是在韩国的YouTube上）围绕住房的公共话语。住房作为一种兼具住房和投资功能的关键资产，长期以来一直是一个主要的社会问题，尤其是在最近的社交媒体讨论中。通过探索住房讨论是如何在YouTube上形成和分享的，这项研究旨在加深我们对公众对住房市场和政策的反应的理解。它调查了谁在YouTube上提供与住房相关的话语，涵盖了哪些主题，以及观众对这些信息的反应。该研究分析了2011年至2023年期间的16387个YouTube视频，其中使用了与住房相关的关键词。提出了一个全面的方法框架，包括主题建模，用于系统地挖掘与住房相关的YouTube内容、评论和元数据。调查结果表明，个人媒体渠道已获得突出地位，但传统的大众媒体继续显著影响住房叙事。内容因媒体类型和房地产市场背景而有明显差异，而观众参与度（喜欢、不喜欢、评论）显著增加。本研究为在城市分析中利用社会媒体数据提供了一种实用的方法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cities URBAN STUDIES-

CiteScore

11.20

自引率

9.00%

发文量

517

期刊介绍： Cities offers a comprehensive range of articles on all aspects of urban policy. It provides an international and interdisciplinary platform for the exchange of ideas and information between urban planners and policy makers from national and local government, non-government organizations, academia and consultancy. The primary aims of the journal are to analyse and assess past and present urban development and management as a reflection of effective, ineffective and non-existent planning policies; and the promotion of the implementation of appropriate urban policies in both the developed and the developing world.