Exploring global perceptions of K-pop through sentiment analysis of Reddit discussions

Details

Supervisors

Verardi, Vincenzo

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enK-pop has become a global cultural phenomenon nowadays, with artists like BTS and Blackpink. Many reasons can explain this worldwide expansion, for example the strategic use of media platforms. These developed powerful and supportive fan communities, expressing an emotional relationship with the groups. This thesis aims to analyze online public opinion related to events in the K-pop industry. Reddit is used to retrieve the comments between fans, using sentiment analysis techniques. VADER algorithm combined with the software Orange analyze and categorize each discussion. Three hypotheses are made, based on the research question: how negative events affect fan sentiment, (2) how group popularity correlates with sentiment and engagement, and (3) how fan reactions change before and after artist hiatuses. Each hypothesis is tested through statistical methods including t-tests, ANOVA, and regression models. The results show that scandals have negative sentiment across Reddit communities, while streaming popularity does not necessarily translate into more positive or emotionally engaged online discussions. Hiatuses show mixed effects. Overall, this research highlights the power of computational tools in cultural analysis and offers practical insights for entertainment companies, sociologists, and communication scholars studying globalized digital fandoms.