AI 매개 감정 협상과 감정 규범 재구성 : 한류 담론을 중심으로 한 탐색 연구

초록

This study explores how AI-mediated communication reshapes affective norms through processes of coordination and communication in the context of the Korean Wave. Drawing on Discursive Institutionalism, the study conceptualizes AI translation systems and fan-based platforms as institutional sites where the social meanings of “appropriate emotions” are negotiated, standardized, and naturalized. Rather than viewing AI as a neutral technical agent, the paper interprets it as a discursive actor that reconstructs the range of expressible emotions through iterative interactions between technical design and cultural reception. By analyzing translation practices and fan communities in Hallyu media, the study illustrates how emotional expressions become subject to algorithmic efficiency and moralized authenticity. The findings reveal that AI-mediated emotional norms are being reconstructed toward directness, transparency, and immediacy, creating tensions with Korean affective aesthetics characterized by indirectness and relational subtlety. This automation is not merely a technical process but a cultural one that redefines how emotions are represented, transmitted, and legitimized across languages. Ultimately, the paper suggests that the Korean Wave provides a productive ground to examine the institutionalization of emotions as both technological design and cultural negotiation.

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