• Management & Information Systems Review
• /
• v.32 no.5
• /
• pp.101-117
• /
• 2013

This study compares the relative effectiveness of affective factor(Ad attitude) and cognitive factor(candidate cognition) on candidate attitude among three ad types - direct comparative, indirect comparative, and noncomparative ads. The results showed that in direct comparative advertising context the candidate cognition is dominant in determining candidate attitude. In indirect comparative advertising context candidate cognition is also dominant in determining candidate attitude, but the difference is less than direct comparative advertising. In noncomparative advertising context the ads attitude is dominant in determining candidate attitude. According to research outcomes, it could be said that direct comparative advertising is more effective than indirect comparative advertising in political advertising area.

• Journal of Digital Convergence
• /
• v.13 no.3
• /
• pp.49-54
• /
• 2015

This study carried out a survey targeting sample of 609 audience panel voters of 15 regions including Seoul during the campaign period of Korean presidential election on December 19, 2012. It was analyzed that how the attitude to the candidate, the support to the policy and the voters'variables affected the vote-getting in the engagement attributes. The analysis shows that high participation of the engagement attributes does not always mean that the political candidate is satisfactory at the political campaign. The fact that high engagement attribute does not always affect the other attributes is interpreted that engagement attributes do not have correlation at the political campaign. And the candidate should approach the voters more carefully as there are differences among the engagement attributes in the attitude to the candidate and the support to the policy. In the engagement attributes, voters show little difference according to gender, region, income and marriage but show much difference according to age and education level. So it will be a principal index in the future political campaign.

• The Journal of the Korea Contents Association
• /
• v.18 no.11
• /
• pp.306-316
• /
• 2018

This research studies voter's value and attitude reflected by the politician's overall image and scrutinizes the separate structures of the voters' subjectivity on the matter. Objective of the research is to explain the influence that exercises on voters' political actions through this procedure. On this research, there were 32 Q samples that are selected, and they were categorized by a pool of 20 people. Result showed total of 3 different categories of cognition patterns towards Gyeonggi-do Governor Lee Jae Myeong. Of the 3 categories, category 1 (N=4) was a reformer with apparent principles and initiatives, category 2 (N=12) was an efficient tactician with executive ability, and the last category 3 (N=4) was a populist that strives to achieve his political ambition. Opinion of the samples in the first category was that Governor Lee is the right guy for demolishing the barrier between vested class and the non-vesting in the society. Voters in the second category showed expectation for Governor Lee's executive policies that satisfy the voters, given his abilities proven while he was in mayor's office for Seongnam city. People in the pool of category 3 worried that Governor Lee is busy increasing his approval rating and popularity by asserting unrealistic opinions and impractical policies.

• Journal of Digital Convergence
• /
• v.10 no.3
• /
• pp.283-290
• /
• 2012

This study explored effect of shotsize and concern on the elector's attitude. For this study, 2 different styles of TV address moving pictures were produced on the basis of TV address text of district leader candidate. They were exposed to two different groups composed of university students, and the degree of favor, confidence and support was measured and analysed. The result of this study showed that the group exposed to bust shot was more favorable and supportive than the group exposed to waist shot. However, interaction effect between shot size and concern was not found. The meaning of this study can be found in the fact that effect of shot size as an element of non-verbal communication on the politician's image was proved through experiment.

• Korean journal of communication and information
• /
• v.59
• /
• pp.138-161
• /
• 2012

This study is designed to explore the function of Twitter as a campaign platform during election campaign. For exploring the function of Twitter the form of tweet, the type of information on tweet and the way of opinion expression via Twitter were discussed by content analysis. This study finds, first, that, netizens express their opoinion of candidates without foundation and with emotional reactions. Second, they showed somewhat conflictive reactions according to their supporting candidates. This study conceptualized various kinds of public as 'blindly support public,' and 'blindly opposition public' in case of Park's supporters, 'rational support public,' and 'critical opposition public' in case of Na's supporters. Third, Park's supporters debated Na candidate's attitude of debate and her appearance blindly without foundation. Na's supporters argued Park's attitude of debate and his ignorance of Seoul Metropolitan government's policy blindly without foundation. Finally, this study discussed the relationship between the political discourse according to netizens' supporting via Twitter and the results of election. Park whose supporters attacked the opposing candidate by blaming her appearance and her attitude of debate won the election. Na didn't overcome her negative images. For her Twitter functioned as a media which is spreading negative factors about her. In conclusion, Twitter as a campaign platform during election times plays a key role in discussing candidates. However, netizens need to express their opinions with foundation and the candidates have to consider negative issue management. This study highlights the importance of peripheral factors which have a decisive effect on the results of election. The results of this study is useful for building political campaign strategy by candidates.

• The Journal of the Korea Contents Association
• /
• v.16 no.7
• /
• pp.190-206
• /
• 2016

This study explores the meaning of life insurance planner's job experiences achieving job security, high performance and high income. After 6 of life insurance planners working in the field were chosen as the study participants, we use narrative approach to studying the meaning of their job experiences. The study shows that perception about job competency of planners depends on the level of experience: candidates who had no experience at all feel that anyone can perform planner's job, new employees after introduction training program see planners can do with product knowledge and consulting competency, and experienced people admit they can perform successfully only when they have good attitude towards customers and do all their work in a conscientious manner. Also, the meaning of planner's job experiences is identified as awareness of work value and serving customers with their commitment. The anticipated factors that make planner's job performed successfully are playing a role as a teacher, doctor, and angel, being regarded as happiness preacher for economic stability of individuals and families, and displaying their performance as experts.

• Korean Journal of Legislative Studies
• /
• v.24 no.3
• /
• pp.29-54
• /
• 2018

Focusing on vastly different results between two presidential elections in 2012 and 2017, this paper examines how political attitudes of conservative voters had changed in 5 years and how these changes had brought about differences in their vote choices in 2017. Using panel data encompassing two presidential elections, this paper finds that, though ideological and affective evaluation of conservative parties and candidates had indeed deteriorated among supporters of Park Geun-Hye in 2012, it is candidate factors rather partisan ones that exerted much more significant influence on their vote choices in 2017. In addition it is found that the differentiation in political and economic policy preferences among conservative voters had only slight influence on their voted choices in 2017. This paper concludes with discussing how to understand the result of the $19^{th}$ presidential elections and what implications it has in prospecting the party realignment in Korean electoral politics.

• Iberoamérica
• /
• v.22 no.1
• /
• pp.1-30
• /
• 2020

Recently, in the conservative wave in Latin America, the political participation of the conservative Pentecostal Church has been highlighted. This article analyzes the impact of this political participation on democracy and its development, based on the case of Brazil. First, the Pentecostal churches contributed greatly to religious pluralism, but show an exclusive and aggressive attitude toward other religions and ideologies. Also, in the process of selecting official candidates, most members of the churches are politically mobilized according to the unilateral decisions of the leadership, and these elected candidates serve the specific corporatist interests of their own denomination or church rather than the public interest. In addition, the purpose of political participation to obtain public offices is also a stumbling block to the development of democracy in Brazil by placing it in the direct realization of a specific religious interests or values of the rebuilding of the Christian kingdom.

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

• Korean Journal of Legislative Studies
• /
• v.26 no.3
• /
• pp.37-83
• /
• 2020

This paper presents the results of 'The Survey on the 21^st National Assembly members' conducted by the Korean Association of Party Studies (KAPS) and the Hankyoreh following the 21^st Korean National Assembly Election. Since the 16^th Korean National Assembly Election, the KAPS has surveyed the candidates and/or the elected regarding their views on major policy issues and perceived self-ideology, which has contributed to our understanding of overtime changes in ideology of political parties in South Korea and their members. This year's survey includes 21 questions on the four major policy issue areas including foreign policy, economy, social issues and cultural issues as well as their perceived ideology. Among the 300 elected, 197 participated in the survey. The results suggest that the Justice Party is most liberal, the United Future Party is most conservative, and the Democratic Party is in the middle on average in terms of issue preference and perceived ideology. Compared to the preceding National Assembly, the partisan gap continues to appear salient in foreign policy, economy, and the cultural issues. In contrast, the gap narrows down in the social issues because the members of the Democratic Party embrace more conservative preference. It is noteworthy to examine whether this shift leads to cooperative decision making on social policies between liberal and conservative parties in the upcoming National Assembly. The composite policy preference index of individual assembly members, on the other hand, shows significant difference among members of different parties. Political parties in South Korea has evolved from a group of people from the same region into a group of people with distinctive policy preferences.