유튜브 '소식먹방' 콘텐츠 특성과 수용자 반응 분석: 건강 담론과 미디어 소비문화의 변화를 중심으로

• 영문명: Analysis of YouTube ‘Sosik-Mukbang’ Content Characteristics and Audience Reception
• 발행기관: 한국보건기초의학회
• 저자명: 김선정
• 간행물 정보: 『한국보건기초의학회지』제18권 제1호, 42~53쪽, 전체 12쪽
• 주제분류: 의약학 > 면역학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

This study aimed to comprehensively analyze the ‘sosik-mukbang’ (small-portion eating show) phenomenon, which has recently gained popularity on YouTube. A mixed-methods approach was employed to investigate the content characteristics of sosik-mukbang, which contrasts with traditional overeating mukbang, explore audience reception, and examine the surrounding social discourses. Methodologies included qualitative content analysis of major sosik-mukbang YouTube channels and videos, quantitative sentiment analysis and qualitative thematic analysis of YouTube comments, and qualitative discourse analysis of news articles and expert opinions related to sosik-mukbang. Key findings revealed that sosik-mukbang content features performative acts centered on ‘slow and small-quantity’ eating, often reinforced by the ‘sosikjwa’ (small eater master) persona. Audience reactions were ambivalent, showing positive aspects such as empathy, motivation for health management, and pursuit of entertainment, alongside concerns and criticisms regarding health. Notably, a divergence was found between media framing, which tends to focus on functional aspects of small-eating (e.g., health, economy), and viewer perceptions, which showed a stronger emphasis on entertainment value, novelty, and character appeal. Media and expert discourses also framed sosik-mukbang dually as both a new trend and a phenomenon with potential health risks. In conclusion, this study confirmed that sosik-mukbang functions as a cultural arena where complex interests and anxieties regarding consumption, health, body image, and self-discipline in modern society are projected and negotiated. This research contributes to expanding academic discussions on sosik-mukbang and offers a deeper understanding of evolving food culture and health discourses in the changing digital media environment.

목차

서 론

선행연구 및 이론적 배경

연구 주제

연구 방법론

연구결과 및 가설검증

결 론

참고문헌

키워드

Sosik-mukbang (Small-portion Mukbang) YouTube Content Analysis Audience Reception Media Framing Health Discourse Sosikjwa (Small Eater)