Exploring the cotents of webpages between Korean and Chinese sites

사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망

Chien Leng Hsu( 박사후 연구원 )Ting Wang( 석사과정 ) Han Woo Park박한우 ( 영남대교수 )

한국방송학회 2010 봄철 정기학술대회 5 월 14 일

Exploring the contents of webpages between Korean and Chinese sites:Who are talking about what and how?

영남대학교 WCU 웹보메트릭스 사업단http://english-webometrics.yu.ac.kr

http://english-webometrics.yu.ac.kr/


Background

Korea and China are close to each other and the two peo-ples have similar cultural background and traditions.

Exchange activities between Korea and China can be traced back to the 6th century.

In 1992, South Korea and China re-established the official diplomatic relations, and communications between the peo-ple in both countries has started since then.

China was quickly become a major export market for Ko-rea.

Apart from economic activities, exchanges between the two countries have also included culture, entertainment, ed-ucation, science, to name a few.


Background

Year Korea to China China to Korea

1997 584,487 214,244

1998 484,009 210,662

1999 820,120 316,639

2000 1,033,250 442,794

2001 1,297,746 482,227

2002 1,722,128 539,466

2003 1,569,245 512,768

2004 2,334,781 627,264

2005 2,963,162 710,243

2006* - 896,969

The number of citizens’ visiting Korea and China

Data from Korea Tourism Organization *Began in July 2006 did not record travel destinations.


Background

The speedy development of computer and internet tech-nologies have been seen as a cost-effective tool for pro-moting self images and reach more audiences around the world.

It is now possible for individuals and organizations to obtain and distribute information (on an unprecedented scale and at a low cost) and to form coalitions with like-minded groups in very short time scales.

A web site represent an individual, an organisation, and any other sort of entity. A web link to any pages on the Web represents recognition, acknowledgement, or a sugges-tion for example. Any changes on links might imply a change of affiliation, removal of relations, or disapproval.


Background

Research aims to study communications of Korean and Chinese citizens on the Internet.

The current structure of information flow between South Korea and China based on hyperlinking structures will be ex-amined.

Types of information communicated between South Ko-rean and China through the network structure will be inves-tigated.

Discuss some possible factors that might affect the cur-rent setting of the communciation environment between South Korea and China.


Framework

Global networks are increasingly a part of our work and social life today. Countries’ contact is not constrained by geographical restric-

tions.

Global networks are not only tools but offer a venue for the global village, a matrix where the world can meet (Harasim,1993).

Data communications networks, such as the Internet, can create new opportunities for people to interact (Baym, 1993; Kraut et al, 1996; Rheingold, 1993).

International communication is the most common examples of commercial activities in the cyberspace.

The international communication is not only indicate on the field of economy but also include various things (e.g., scientific citations, broadcasting programs, data, telephone calls and e-mails.).


Framework

International Information Flow Analyses (I-IFA)

IIFA is the study and interpretation of structures, deter-minants, and outcomes of the relational state among na-tion-states in terms of information flow: patents, data, ci-tations, mass media, phone calls.

IIFA is the outcomes of the relational state among na-tion-states (Park, 2004), and to emphasize that interna-tional information flow has been maked as a main issue in the study of international communication (Barnett & Salis-bury, 1996; Barnett, 1999; Barnett et al., 2001).


Framework

Hyperlinking patterns in the Internet

Web studies of hyperlinking patterns in the Internet emerged in the mid-1990s.

Webometrics applies bibliometric and informetric tech-niques to investigate the Internet (Almind & Ingwersen 1997).

The major topics for Internet researchers include: structure of web links, web-based citation analysis, web impact factors and mapping (issue) networks.


Framework

Social Network Analysis (SNA) & Hyperlink Network Analysis (HNA)

SNA, which has been used to uncover patterns of interaction be-tween people, in particular “social and communication connections within a group”, can also be useful for disclosing virtual communica-tion patterns (Thelwall 2004).

SNA is now applied in many different fields of study, such as organ-isational behaviour, inter-organisational relations, social sup-port, the diffusion of information and political science.

Park (2003) referred to HNA, of which the idea was derived from communication studies (e.g., computer-mediated communication (CMC) networks). In a hyperlink network, actors are web sites (or nodes) belonging to individual, organisation, government, nation-state or others, and two individual nodes are connected by hyperlinks.

Research Questions• 한국에서 중국으로 연결된 (linked) 온라인 콘텐츠의

생산자는 누구이며 주제분야와 포맷은 무엇인가 ?

• 중국에서 한국으로 연결된 (linked) 온라인 콘텐츠의 생산자는 누구이며 주제분야와 포맷은 무엇인가 ?

• 한국 - 중국 콘텐츠의 생산자 , 주제분야 , 포맷별 유형 분포는 한국 - 중국의 사회문화적 관계를 어떻게 반영하고 있는가 ?



MethodHyperlink network analysis

LexiURL Searcher: A computer program designed to gather data from search engines via their applications programming interfaces (APIs) for webometric purposes, to retrieve data from the Yahoo! data base (Thelwall 2009).

Through LexiURL Searcher, we queried Yahoo! by submitting the command: linkdomain:.cn site:.kr and linkdomain:.kr site:.cn to search the hyperlinks between Korean website and Chinese website.

We used country code top-level domain (ccTLD) to search the links, not used top-level domain (TLD; e.g., .com, .net). It is the only and most nationally representative domain.


MethodSocial network analysis

The HNA mentioned earlier was derived from the social network analy-sis (SNA). This research also applies the basic concept and measure-ments of SNA.

density: Which is an indicator of how connected the actors in a network are to one another. degree centrality: Which focuses on the number of neigh-bours an actor has. The more an actor connects directly to other network members, the more central the actor is.

Pajek was used to calculate some network metrics and NodeXL was employed to visualize Korea-China online networks.

Through these measurements, we are able to identify network pat-terns of these web pages and important web pages.


MethodContent analysis

LexiURL has ran-domly listed 400 web pages which link from China to South Korea and other 400 web pages from South Korea to China.

Inter-coder reliability

• Bi-lingual coder 의 어려움 : 한국어 -중국어 모두를 이해하는 코더를 구하기 어려웠음

• Authorship, website type 와 비교해 web page content 에 대한 코더간 불일치률이 비교적 높음

• 400 개의 웹페이지 가운데 코더간 불일치한 자료는 모두 폐기하여 , 분석의 타당성과 신뢰성을 높임



Results

KoreaChina

Korea to China1. http://www.psdoctor.co.kr2. http://www.htclub.co.kr3. http://www.forklifts.co.kr 4. http://minge.pe.kr5. http://www.golf-fitness.co.kr6. http://www.kyung-shin.co.kr7. http://www.rootshell.co.kr Site 2326

Link 2505


ResultsChina to Korea Site 787

Link 3971. http://www.nma.com.cn2. http://www.takuya-openwiki.cn3.htttp://smkxxy.ntu.edu.cn4. http://en.syiae.edu.cn5. http://www.ec.cn6. http://www.xinli.sdu.edu.cn7. http://www.dongbanglfz.cn8. http://former.scnu.edu.cn

KoreaChina


Results Webpage compare중국에 링크한 한국 웹사이트의 도메인별 유형한국에 링크한 중국 웹사이트의 도메인별 유형

Korea China

Domain Number % Domain Number %

co.kr 243 60.8% com.cn 133 33.3%

or.kr 45 11.3% edu.cn 29 7.3%

ac.kr 42 10.5% org.cn 21 5.3%

pe.kr 6 1.5% net.cn 15 3.8%

re.kr 4 1.0% gov.cn 14 3.5%

go.kr 3 0.8% ac.cn 12 3.0%


Results 중국에 링크한 한국 웹사이트의 생산자 및 포맷 유형한국에 링크한 중국 웹사이트의 생산자 및 포맷 유형Random webpage(400)-Korea vs. China

Author-Korea (297) Author-China (267)

1. University 35 12% 1. University 24 9%

2. Private company 249 84% 2. Private company 229 86%

3. Government 3 1% 3. Government 9 3%

4. Non-profit Organisation 5 2% 4. Non-profit Organisation 2 1%

5. Personal 4 1% 5. Personal 3 1%

6. Unknown 1 0%

Type-Korea (319) Type-China (334)

1. Regular homepages 166 52% 1. Regular homepage 298 89%

2. Blog 2 1% 2. Blog 9 3%3. BBS, message board, fo-rum (interactive) 149 47%

3. BBS, message board, forum (interactive) 24 7%

4. Document format 2 1% 4. Document format 3 1%


Results 중국에 링크한 한국 웹사이트의 주제분야별 유형한국에 링크한 중국 웹사이트의 주제분야별 유형Random webpage(400)-Korea vs. China

Content-Korea (177) Content-China (172)

1. Art & humanities 1 1% 1. Art & humanities 2 1%

2. Business, economy, finance, industry 21 12%

2. Business, economy, finance, industry

37 22%

3. Trade 1 1% 3. Trade 12 7%

4. Education, academic, research 27 15% 4. Education, academic, research 39 23%

5. Entertainment 13 7% 5. Entertainment 15 9%

6. Health 11 6% 6. Health 2 1%

7. News & Media 14 8% 7. News & Media 4 2%

8. Recreation, sports, travel 18 10% 8. Recreation, sport, travel 10 6%

9. Religion 5 3% 9. Religion 1 1%

10. Science & technology 16 9% 10. Sience & technology 7 4%

11. Society 0 0% 11. Society 2 1%

12. Related links 30 17% 12. Related links 40 23%

13. Others 20 11% 13. Others 1 1%


Results

Author (132)University 9 6.82%Private Company 122 92.42%Government 1 0.76%

Content (82)Business, economy, finance, industry

53 64.63%

Education, aca-demic, research

5 6.10%

Health 13 15.85%News & Media 7 8.54%Recreation, sports, travel

1 1.22%

Science & Technol-ogy

3 3.66%

Type (136)Regular homepage 134 98.53%Blog 2 1.47%

Author (33)University 10 30.3%Private Company 20 60.6%Government 2 6.06%Non-profit Organ-isation

1 3.03%

Content (20)Business, econ-omy, finance, in-dustry

6 30%

Education, aca-demic, research

11 55%

Entertainment 2 10%Religion 1 5%

Type (37)Regular home-page

37 100%

한국의 target 이 된 중국 사이트의 유형 Korea to China

중국의 target 이 된 한국 사이트의 유형China to Korea


Discussions

South Korea clearly has a stronger presence on the Inter-net: the network consists of more actors (2326 nodes, compared to787 nodes in the other network). It positively correlates with the offline situation that Korean people might have more interest in China.

Due to the country’s high broadband penetration, population distribution and government strategies (Kgoggin & MeLelland, 2009), South Korean citizens are highly engaged in online ac-tivities.

The popularity of Web 2.0 among Korean netizens also reflect on one of our findings that the majority of Chinese web pages are in the format of regular homepage (89%) while 52% of Korean web pages are regular homepages.

Social influence of the Internet is considered to play an important role in both countries.


Discussions

The Chinese government is known for its attempt to exert control over the Internet. Government related factors that might affect the behavior of Chinese citizens in using more interactive func-tions of the Internet.

We assume that the use of the Internet in China might not be very different from other countries, as interactive technologies are used as a tool for communication and organisation.

One interesting finding is that one targeted Korean web page by the Chinese web sites belongs in our ‘religion’ class. Given the fact that in recent years the society has developed quickly and more opened to foreigners, people in China would receive more di-verse informaiton and start to use the Internet to search for more references.


Limitation

Our research has shown that a social network based webometric analysis is a feasible methodology for studying web phenomenon.

Search engines do not cover all the data in the world wide web. In fact it is often suggested that commer-cial search engines only covers a fraction of the publicly available web.

We only used the 800 web pages randomly selected by Lex-iURL’s and the targeted web pages of these 800 pages to ex-amine what information has been communicated through the Internet. Thus, it is important to emphasize that our findings should not be overly generalized.


LimitationAnother limitation is related to the classification of web pages. Coders regarding content types of a web page is higher compared to ‘au-thorship’ and ‘web format’.

Some websites to be analyzed could not be opened or connected (e.g., termination of service, invalid website, website not found).

Some Chinese websites consist of a large number of uni-code and special symbols. We could not fully understand the content of information.

Some websites provide information related to a variety of topics. These website are difficult to distinguish in what cat-egory they should be placed.

THANK YOU

Chien Leng Hsu

[email protected]

Ting Wang [email protected]

Han Woo Park [email protected]

한국방송학회 2010 봄철 정기학술대회 5 월 14 일