Young North Korean defectors' new media practices in response to stereotypes by South Korean society

This study analyzed the new media practices of young North Korean defectors (YNKDs) who are portrayed in traditional media as the subject of South Korean stereotypes. Popular content on YouTube channels was examined to determine South Koreans' perceptions of North Korea and North Korean defectors. We also interviewed YNKD YouTubers and classified the types of practices in response to such perceptions. The results indicated that South Korean subscribers prefer content highlighting South Korea's superiority over North Korea. In response, YNKD YouTubers have produced content that may be characterized as "cultural assimilation," "conflict and compromise" and "seeking alternatives." This study found that the decisive factor that distinguishes these three response types is the pursuit of public interest, i.e., aiming to change South Koreans' perception of North Korean defectors. Inner conflicts over financial benefits limit YNKDs' practice and impede their move towards solidarity-based collective action. The findings suggest that YNKD YouTubers who want to change mainstream society's perceptions can contribute to unification by producing authentic and creative content about North Korea.