챗봇 서비스에 대한 뉴스와 소셜미디어 내대중 소비자의 신기술 정당성 탐색: 기술준비도 기반 텍스트마이닝을 중심으로

Exploring Public Consumer Legitimacy of Chatbot Services in News and Social Media: A Text Mining Approach Based on Technology Readiness

In the context of the 4th industrial revolution, the rapid cycle of technology emergence and disappearance necessitates a discussion on technology legitimacy to avoid costs associated with technological failures. Traditional survey-based methods for studying technology acceptance are limited in addressing diachronic and passive resistance, while news-oriented legitimacy studies often fail to capture public sentiment due to their top-down approach. In this study, data from social media (YouTube comments) and news were collected and analyzed using a lexicon and Technical Readiness Index (TRI) to better understand public attitudes toward emerging technologies. The study utilized ChatGPT for data generation and KcELECTRA, a Korean language model, for fine-tuning analysis. Chatbots were chosen as the focal technology due to their broad applicability across various sectors. The analysis revealed a two-way Granger causality between the volume of interest in news and comments, indicating a rapid discourse formation around chatbots. However, trends in legitimacy perceptions differed significantly between the two media types. Social media responses were predominantly negative, with a focus on 'Insecurity' concerning the distrust and adverse effects of technology. Conversely, news outlets displayed more optimism, sensitive to immediate issues. The study also compared the public sensitivity and legitimacy formation of chatbots to natural language processing technologies, highlighting the need for a nuanced approach to understanding and establishing legitimacy for new technologies.