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http://dx.doi.org/10.14400/JDC.2014.12.5.13

A Study on the Political Campaign Strategy applying the effect of Media Engagement  

Kim, Man-Ki (Dept. of Ads & PR, Namseoul University)
Kim, Su-Bean (Dept. of Ads & PR, Graduate School of Journalism and Mass Communication, Yonsei University)
Publication Information
Journal of Digital Convergence / v.12, no.5, 2014 , pp. 13-24 More about this Journal
Abstract
This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.
Keywords
media; engagement; political campaigns; elections; candidates;
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