(사)국제융복합연구원

키워드

초록

This study aims to improve the social media perception of the Marine Corps, focusing on presenting effective promotional strategies using YouTube recommendation algorithms for individuals not interested in the military. The research method involved analyzing individual algorithm patterns and recommended videos based on keyword searches for 20 participants aged 10 to 50, while conducting simultaneous participant interviews. The implications of the study’s conclusions are as follows: Firstly, among the various military branches operating YouTube channels during the research period (January 2022 to March 2023), the Air Force, Army, Navy, and Marine Corps showed the highest levels of activity in that order. While the Air Force, Army, and Navy engage in communication with the public through experiential, interview, and talk content, the Marine Corps does not produce separate content. Secondly, when analyzing participants’ preferred content and the top 20 videos, all participants expressed a preference for exposure videos. They generally favor content that allows them to escape from everyday life and relieve stress, such as “entertainment,” “games,” and “music.” Thirdly, the results of keyword searches were based on participants' data (likes, dislikes, comments, shares), video views, trending videos, and relevance. For participants preferring “entertainment,” videos related to “military entertainment” were recommended, while those preferring “music” were recommended “military songs.”

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