Analysis of Social Media Contents about Broadcast Media through Topic Modeling

Submitted:January 30, 2016 1 st Revision:May 25, 2016 Accepted:May 27, 2016 * 이 논문은 2014학년도 경기대학교 연구년 수혜로 연구되었음. ** 경기대학교 경상대학 경영정보학과 부교수 Numerous people share their TV experience with other viewers on social media such as personal blogs and Twitter. It means that broadcast media, especially TV, affects the responses on social media. Moreover, the responses affect broadcast media ratings back. Social TV tried to use the relationship in marketing activities such as advertisement by analyzing the TV related social behavior. However, most of them used just the quantities of social media responses. This study analyzes the subjects of the responses on social media about specific TV dramas through topic modeling, and the relationship between the changes of popular topics and viewer ratings of the drama over specified periods. Five representative Korean dramas of 2014 were selected and Blog contents including viewer ratings about the dramas were collected from naver.com which is the representative portal in South Korea. The proposed analysis framework consists of three steps which are Blogs crawling, topic modeling, and topic trend analysis. We found some implications from the results of the topic trend analysis. Firstly, there were specific topics on dramas in social media. Secondly, the topics had some meaningful relationships with viewer ratings. Lastly, there were differences between the topics of dramas with higher viewer ratings and those with lower viewer ratings. Keyword:Social Media, Broadcast Media, Topic Modeling, Topic Trends 韓國IT서비스學會誌 第15卷 第2號 2016年 6月, pp.81-92