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Abstract
Abstract Drawn from attribute agenda setting theory and propaganda theory, this study examined an attribute agenda structure of YouTube videos on North Korean propaganda and its relationship with social media network indicators. A topic modeling analysis with 2,538 video descriptions clustered bulk documents into four attribute agendas: proximity, prominence, conflicts, and common interest. Proximity related North Korean propaganda to its main stakeholders such as China. Prominence was concerned with the relationship between North Korea and business. Conflict showcased North Korea’s military power as a confronting mode against South Korea. Common interest covered daily attractions in North Korea, including music and tourism. A positive relationship between conflict and all network strength indicators implies that YouTube descriptions of North Korea are related to military confrontations, showing belligerence as a notable attribute. Four topics and their linkage with network ties suggest that, despite North Korea’s efforts to build a soft image via YouTube, influencers set conflicts as key agenda attributes.
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