South Korean soft power extends to Youtube as politicians chase fame and subscribers
South Korea’s global soft power has long been associated with K-pop, film and television. Now, it is increasingly shaping the country’s political landscape, as lawmakers turn to YouTube to build influence and connect directly with voters.
In the 300-seat National Assembly, a growing number of politicians are using the video-sharing platform to bypass traditional media and cultivate large online followings. For many, subscriber counts have become a new measure of political clout.
As of early February, at least 25 lawmakers had surpassed 100,000 subscribers, the threshold required to receive YouTube’s “silver play button.” It has become an unlikely status symbol in politics, in the country and a way to appeal to the grassroots.
Most of the lawmakers with silver play buttons are from liberal or left-leaning parties, though several conservatives have also built sizable audiences. Subscriber numbers appear to depend less on seniority and more on timing, messaging style and online engagement.
YouTube allows politicians to communicate unfiltered, respond quickly to controversies and mobilise younger voters who consume news primarily online. Lawmakers can livestream debates, post commentary and shape narratives without relying on mainstream broadcasters.
However, politicians have been cautioned that online popularity does not always reflect public support or voting.
This story is written and edited by the Global South World team, you can contact us here.
