Journal of the Korean Data Analysis Society

Korean Data Analysis Society (한국자료분석학회)
권호 표지

Social Network Analysis among Facebook Fanpage Co-commenters: Daegu-Gyeongbuk's Mayor.Governor Candidates

페이스북 팬페이지의 동시댓글 데이터를 이용한 네트워크 분석: 대구.경북 유력 후보자를 중심으로

  • Park, Ji Won (Dept. of Media & Communication, YeungNam University) ;
  • Park, Han Woo (Dept. of Media & Communication, YeungNam University)
  • 박지원 (영남대학교 언론정보학과) ;
  • 박한우 (영남대학교 언론정보학과)
  • Received : 2014.10.02
  • Accepted : 2014.11.28
  • Published : 2014.12.31
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Abstract

This study examines the characteristics of a co-commenter network represented on Facebook fanpages. More specifically, the purpose of this study is to compare co-commenter network structures among Daegu-Gyeongbuk's mayor governor candidates. Current study employs several network indicators of centrality, density, and geodesic distance, etc. As a result, because Kim Kwan-Yong operated his fan page for a long time, the most dense network of co-commenters has been established relative to the other candidates. Kwun Yeong-Jin's network showed a thick connection formed by many enthusiastic supporters. In contrast, Kim Boo-Gyeom's network were sparse than the others by showing a lot of empty spaces. This is due to weak ties between co-commenters. There was also noticeable difference between gender in the fanpage activity, for example, male users being more active than females. Lastly, current study statistically confirmed the similarities between network structures through QAP (quadratic assignment procedure).

대구경북 유력 후보자인 김관용, 권영진, 김부겸의 페이스북 팬페이지 동시댓글 네트워크를 NodeXL이라는 소셜네트워크 분석툴을 이용하여 수집한 후 분석하였다. 또한 동시댓글 네트워크를 페이스북 팬페이지 개설기간과 2014년 6월 4일 지방선거기간의 데이터를 이용하여 비교하였다. 그 결과 오랫동안 팬페이지를 운영해왔던 김관용의 동시댓글 네트워크가 가장 촘촘한 관계를 맺고 있었으며, 권영진 후보의 네트워크는 열성적 지지자들끼리 모이며 강한 연결을 보여주고 있었다. 그에 비해 김부겸 후보의 연결은 상대적으로 빈 공간이 많고 성기게 나타났다. 이는 권영진 후보가 김부겸 후보에 비해 페이스북 팬페이지를 통한 선거운동에서 우위에 있음을 짐작할 수 있게 해주는 단서가 되었고, 실제 대구시장 선거에서 권영진 후보가 당선되어 네트워크 분석을 통한 당선예측가능성을 보여주었다. 팬페이지 활동은 성별에서도 차이가 났는데, 남성이 여성보다 눈에 띄게 활발한 활동을 하고 있다는 사실을 알 수 있었다. 또한 UCINET을 이용하여 QAP(quadratic assignment procedure)를 실시해 각 후보별 네트워크들 사이의 유사성을 통계적으로 확인하였다.

Keywords

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