1

Blogger and Public Opinion ( 公论 )

2

Presenter

• Yonsei Uni. Communications

• Fudan( 复旦 )-Washington Executive MBA (2006)

• Strategy and Marketing job for 11 years

• Representative of Daum Communications Shangha

i Office (2004)

• General Manager of Daum China (now)

Eliot Shin(申东原 )

eliot@daumcorp.com

Blog : http://eliot.tistory.com

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Korean Blog Market

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Aug-06

Sep-06

Oct-06

Nov-06

Dec-06

Jan-07

Feb-07

Mar-07

Apr-07

May-07

Jun-07

Jul-07

Naver

Daum

Yahoo

Empas

Nate

Tistory

Egloos

Allblog

Unique Visitors

4

Korean Blog Market

5

International Blog Market

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Web 2.0 시대의 변화

BLOG ERA

1 人 MEDIA

MASS MEDIA SMALL MEDIA

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SMCRE Theory

S

Sender

S

SenderM

Message

M

MessageC

Channel

C

ChannelR

Receiver

R

ReceiverE

Effect

E

Effect

Traditional Theory

Now

S

Sender

S

SenderR

Receiver

R

Receiver

M

Message

M

Message

C

Channel

C

ChannelEE

EE EE

EE

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Korean Blog Sphere

• Bloggers = Reporters(记者 )

• case1

President step down – netizen’s fury (gathering of people who loves Mr.Roh) – new election for congress men – recover position for Mr.Roh

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Korean Blog Sphere

• case2

Delivering of school violence – mass media delivered it – investigation of education officer – kicking off of related persons

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Korean Blog Sphere

• case3

Now mass media are monitoring and delivering bloggers’ opinion as ‘Public Opinion’ over all the sphere like political election, film evaluation, Afghanistan hostage etc

• Now Korea is blogger world and UCC world

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Korean Meta Blog vs Chinese Meta Blog

“Blogger is leading public opinion”

“Blogger is changing the world”

감사합니다Thank You !