Moral Outrage Shapes Commitments Beyond Attention: Multimodal Moral Emotions on YouTube in Korea and the US

Understanding how media rhetoric shapes audience engagement is crucial in the attention economy. This study examines how moral emotional framing by mainstream news channels on YouTube influences user behavior across Korea and the United States. To capture the platform's multimodal nature, combining thumbnail images and video titles, we develop a multimodal moral emotion classifier by fine tuning a vision language model. The model is trained on human annotated multimodal datasets in both languages and applied to approximately 400,000 videos from major news outlets. We analyze engagement levels including views, likes, and comments, representing increasing degrees of commitment. The results show that other condemning rhetoric expressions of moral outrage that criticize others morally consistently increase all forms of engagement across cultures, with effects ranging from passive viewing to active commenting. These findings suggest that moral outrage is a particularly effective emotional strategy, attracting not only attention but also active participation. We discuss concerns about the potential misuse of other condemning rhetoric, as such practices may deepen polarization by reinforcing in group and out group divisions. To facilitate future research and ensure reproducibility, we publicly release our Korean and English multimodal moral emotion classifiers.

Do Music Preferences Reflect Cultural Values? A Cross-National Analysis Using Music Embedding and World Values Survey

This study explores the extent to which national music preferences reflect underlying cultural values. We collected long-term popular music data from YouTube Music Charts across 62 countries, encompassing both Western and non-Western regions, and extracted audio embeddings using the CLAP model. To complement these quantitative representations, we generated semantic captions for each track using LP-MusicCaps and GPT-based summarization. Countries were clustered based on contrastive embeddings that highlight deviations from global musical norms. The resulting clusters were projected into a two-dimensional space via t-SNE for visualization and evaluated against cultural zones defined by the World Values Survey (WVS). Statistical analyses, including MANOVA and chi-squared tests, confirmed that music-based clusters exhibit significant alignment with established cultural groupings. Furthermore, residual analysis revealed consistent patterns of overrepresentation, suggesting non-random associations between specific clusters and cultural zones. These findings indicate that national-level music preferences encode meaningful cultural signals and can serve as a proxy for understanding global cultural boundaries.