젠더 갈등으로 대두된 기업 위기와 온라인 커뮤니티의 귀인 양상 Biterm Topic Model을 이용한 댓글 분석을 중심으로

초록

This study aims to understand the identity conflicts of online community users and the changes in topics and attribution in the context of a corporate crisis with gender conflicts. To this end, we focused on the case of GS25’s manhating controversy in 2021 and collected 13,319 comments to analyze the thematic characteristics of the issue in male-oriented and female-oriented communities using topic modeling. First, by capturing the thematic characteristics of the comments and categorizing them into antifeminist and feminist topics in the context of gender conflict, we found that the collective identity of the male and female communities is aligned with the gender bias of the discourse around the GS25 crisis. In other words, the community‘s collective identity was reaffirmed and reinforced through comments, creating an exclusionary discourse with comments on issues of gender conflict. We also inferred attributions of responsibility for the crisis and explored how attributions played out in the community, finding that the narrative of holding companies accountable shifted to a narrative of gender confrontation and hate. The differentiation of attribution in gendered online communities transformed the corporate crisis into a conflict based on group identity. Furthermore, we found that the internal attribution of the cause of the crisis as a problem internalized by the company was buried in a narrative of gender conflict, and that the debate over responsibility for the GS25 has relatively muted. The findings of this study provide a basis for companies to formulate crisis response strategies, and contribute to the academic literature by analyzing how online collective identity conflicts relate to responsibility attribution.

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