earticle

영어

This study investigates the framing effects of social media videos on users’ perceptions and uncivil behavior related to specific social phenomena. To achieve this, we collected videos posted on YouTube over the past decade with more than 100 comments, focusing on the societal issue of low birth. To compare the framing strategies, we categorized publisher types, conducted a content analysis of emotional triggers in video titles and visual representations in thumbnails, and performed keyword frequency analysis to identify highly recurring words in the titles. We found that each channel types employed distinct emotional framing strategies, and the choice of emotional framing in thumbnails varied significantly depending on the focal subject. The analysis of frequently used words revealed not only the types of words employed in framing but also connections between low birth and other societal issues, such as gender conflict and real estate problems.