• Journal of Digital Convergence
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• v.11 no.12
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• pp.113-120
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• 2013

The victory of Barack Obama in the presidential reelection, in which he got closer to voters by scientific election strategy based on data, is making a new paradigm of this scientific election mechanism. But it is within bounds to say that Korean election has developed based on emotional confrontation, rather than on the confrontation of policy or personal qualification. This study suggests a Big data-based election campaign strategy in an effort to reduce the harmful consequences of Korean election and to settle down a desirable campaign culture. To do so, this study examines the actual status and problems of Korean politics and election campaign. And then it designs a Korean election strategy model using Big data as an alternative to break through the problems. Last, it discusses the plan to utilize Big data.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.65-73
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• 2013

Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

• Informatization Policy
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• v.26 no.1
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• pp.3-24
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• 2019

This study examined the trends and issues of social media campaign studies from three aspects-campaign strategy, institutional environment regulating the social media, and political effect. Then, this study performed an empirical analysis on the case of the 20th general election in order to discuss the political effect, which has been analyzed the least. Specifically, this study empirically examined the trends of candidates' participation in the twitter campaign, the partial mobilization and voter response, and the platform effect on the election results. The study examined all of the candidates' twitter accounts and traffic and found the following results.-first, the number of participants in the twitter campaign increased significantly compared to the 19th general election, and the campaign was dominated by only two political parties that had more power to mobilize resources; second, it was clearly identified that twitter is a partisan media. where specifically, those in the mainstream of the Democratic Party mobilized much more supporters; and lastly, the twitter campaign has a positive impact on the increase in the rate of votes and chances of winning the election. Particularly, the number of followers and the duration of activities were found statistically meaningful, proving that promotion of networking and social capital is more important in election campaigns.

• Korean Journal of Legislative Studies
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• v.17 no.3
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• pp.117-143
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• 2011

이 연구는 선거에서 후보자들의 정책 입장(issue stance)을 유권자들이 어떻게 판단하고 인식하는 지 살펴본다. 기존의 연구들은 후보자들의 정책에 대한 유권자들의 인식을 설명하는 데서 캠페인 정보(campaign information)의 직접적인 영향을 제대로 고려하지 않았다. 이 논문은 후보자 정책 입장에 대한 캠페인 정보가 과연 유권자들의 인식에 직접적인 영향을 미치는 지 미국에서 이루어진 실험 데이터를 이용하여 분석한다. 아울러 투영 효과(projection effect)나 허구적 일치성 효과(false consensus effect) 등 기존의 연구에서 제시된 설명들이 이러한 캠페인 정보의 영향을 감안했을 경우에도 여전히 유효한 지 살펴본다. 실험 데이터의 분석 결과는 캠페인 정보가 후보자 정책에 대한 유권자들의 판단에 직접적인 영향을 미치며, 이러한 캠페인 정보의 영향을 감안했을 때 투영 효과는 여전히 유효한 반면 허구적 일치성 효과는 상대적으로 약하게 나타난다는 것을 보여준다.

• Journal of Internet Computing and Services
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• v.17 no.2
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• pp.87-95
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• 2016

Considerable research over the years has been devoted to ascertaining the impact of social media on political settings.In recent days, Social Network Sites (SNS) such as Facebook allowed users to share their political beliefs, support specific candidates, and interact with others on political issues. This study examines the role of SNS as the means of political campaign. The study tasks the case of the 2015'sspecial election, Seoul Korea. The analysis aims to identify how candidates use Facebook or Twitter to interact with voters by applying functional theory of political campaign discourse developed by Benoit. In this study, we analyzed the candidates' SNS messages in terms of political behavior such as self-expression, informing policy, asking voters to participate in political events. Among them the results indicated that two candidates, Jung, Dong Young and Byun, Hee Jae, both of them used SNS to express themselves the most. The study also found that two candidates used mainly the strategy called 'acclaim' which praises their own strengths. In terms of topics of SNS messages (policy versus character) there was different between two candidates. Jung, sent message in relation to 'character' the most, while Byun contained 'policy' message on SNS the most. Based on these findings implications and directions for future studies are discussed.

• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.30-39
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• 2018

This study was conducted with the aim of presenting a strategic implication for effective political campaign in the election situation which is held almost every year including the early presidential election. For this purpose, the $2{\times}2{\times}2$ triad experiment design of framing, involvement, political efficacy. The result shows that the main effect of framing and political efficacy was found, but the main effect of involvement was not shown. And also a result of two-way ANOVA, the interaction between framing and involvement was significant, but the interaction effect between framing and political efficacy was not significant. In addition, the three-way interaction effects of framing, involvement, and political efficacy were also significant. This study suggests that prospect theory is not often used to test the effects of political campaign messages and suggests new perspectives on political campaign strategies by introducing the prospect theory into election campaign message research.

• Journal of Digital Convergence
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• v.9 no.1
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• pp.201-212
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• 2011

This study is to carry out meta-analysis on doctoral dissertations which had been written after 2004 when the empirical analysis about digital politics had begun. This study aims to identify tendency of recent analysis. For this purpose, it classifies the research trends of digital politics as political participation, political process, political advertising and election campaigns, and examines the researcher's definition, framework of empirical analysis, and all the results. Moreover, the study systematically summarizes the research model, analysis unit, concept and its components in order to ensure availablity so that the information could be available for the further research.

• Informatization Policy
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• v.20 no.2
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• pp.3-19
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• 2013

Studies on the SNS political participation have covered issues of SNS effect on political participation, electoral campaigns, and the public sphere. Such issues as characteristics of SNS political participation, the characteristics of SNS users, SNS effect on the political participation, active SNS political participants, and the impact on young people's political participation, etc. have been studied in the area of political participation effect. On the election issues, SNS impact on election turnout, voting behavior, and the election results were main research topics. Finally, the research on the public sphere mainly discussed topics of quality of SNS information and social fragmentation phenomenon. What is commonly observed across all the three subjects is that the conflicting claims appear to almost all the topics. These contradictory findings are likely to occur because variables of real politics are not fully taken into account and research variables are not strictly manipulated. We can get more accurate research results in the study of SNS political participation when we conduct cross-national research reflecting the context of real politics and also designing independent variables more in detail and elaborately.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.385-398
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• 2018

This study aims to explore implications by analyzing voters' behaviors and attitudes of political campaigns & political advertising audience in the 19th presidential election. For this purpose, in-depth interviews with 59 voters who voted in the last election were conducted, and interviewees were allocated by their gender and age. As a result, the motivation to ballot for a candidate was based on the candidates' political affiliations to a party, political inclinations, and election pledges. Voters also determined whom they would vote for after watching the final TV debate. The biggest issue of this election was to create jobs in the public sector, an economical issue. TV was the most trusted medium among the voters, and TV debates had the greatest influence in changing the minds of the voters. Voters thought that Shim, Sang Jung was the best on TV debates and that An, Chul Soo was the worst. Also, voters recalled An, Chul Soo the most among all election posters, but they recalled Moon, Jae In the most out of other political advertisement methods. Therefore, the results elucidated the voters' behaviors and the audience's attitudes in political advertising, and this study provided theoretical and practical implications to be utilized in future presidential election campaigns and political advertising endeavors.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.13-24
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• 2014

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.