• 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.

• 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.13 no.1
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• pp.115-126
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• 2013

The purpose of this study is to understand the utility of election campaign advertising by applying Q methodology that draw upon schematic model in subjectivity study. A survey was carried out among college students to classify the 16 selected Q-statements into a normal distribution using a 7 point scale. The collected data was analyzed using QUANL program, and principal component analysis using varimax rotation was used to identify the types of perceived utility of election campaign advertising. Type I can be categorized by a strong concern for the advertising technique improvement, Type II can be categorized by advocating for interest induction and Type III can be categorized by the truth inducement. The use of Q methodology provides insights into audience perceptions on the utility of election campaign advertising that would not be available through traditional methodologies and offers a foundation for audience involvement to address and overcome concerns about the utility of advertising for election campaign.

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

• Journal of Korean Library and Information Science Society
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• v.49 no.1
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• pp.149-171
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• 2018

The aim of this study is to investigate the library related campaign promises of the candidates for the heads of metropolitan governments and the superintendents of education between 1st and 6th nationwide local election in Korea. To do this, the library related campaign promises of 346 candidates were analyzed by analysing the official gazettes for elections digitally archived in National Election Commission of Korea. As a result, the campaign promises of the candidates were insufficient both in quality and quantity. The candidates for the heads of metropolitan governments showed low ratio of the library related campaign promises, excessive concentration on construction or installation of libraries and higher preference for small libraries than public libraries. The candidates for the superintendents of education showed relatively balanced distribution of the election promises on library fields. But the campaign promises related public libraries were insufficient and the campaign promises of school libraries did not reflect the major elements of school libraries and the context of school libraries in Korea.

• Asian Journal for Public Opinion Research
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• v.1 no.2
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• pp.73-89
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• 2014

Everyone has a voice and can broadcast it to the world. We hear about the old maxim of media do not tell people what to think but what to think about. Under this theory or approach, a key function of political communication is to make the public think about an issue in a way that is favorable to the sender of the message. In a democracy, political communication is seen as crucial for the building of a society where the state and its people feel they are connected. Thus, this is a study on how social media (e.g., Facebook, blogs, and YouTube) were used in the domain of Malaysian politics during the 13th general election campaigning period in order to set the agenda to form public opinion. The study found that Facebook was the most popular social media tool that political parties actively engaged with during the 13th general election campaign period. Apart from that, issues pertaining to the election were significantly highlighted by the political parties in social media, especially Facebook. However, other issues that were also important to the people such as the economy, crime, and education were not sufficiently highlighted during the election campaign period. This indicates that the political parties influence the public on what to think about using social media.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.171-179
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• 2013

During 19th general election the customized LBSNS(Location Based SNS) application for some candidates of the National Assembly planned and developed based on the object identification, ePosition, comprising the candidate's name have been applied for an election campaign. The approval rating change before and after 19th election campaign period for each candidate was quantitatively studied how it would be affected by the candidate custom LBSNS application. Only 3 out of 24 candidates in 6 local electorates in the Daejon Metropolitan City have adopted the customized LBSNS application and the rest 21 candidates have not, whose approval rating change before and after an election campaign has been analyzed comparatively candidate by candidate. The approval rating for 3 candidates adopting LBSNS application went up by 12.6%, 11.4%, 11.2% respectively, but those for the rest 21 candidates all changed within 3%.

• 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.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.208-223
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• 2020

In the 21st general election held in April 15, 2020, the importance of social media as an election campaigning tool became more prominent when engaged with Corona 19. Therefore, in this study, various studies were conducted to establish SNS strategy as an election campaign tool. This study analyzed the contents of SNS (Facebook, Twitter, YouTube) activities as an election campaign tool to analyze messages on social media messages of candidates Lee Nak-yeon and candidate Hwang Kyo-an of Jongno-gu, Seoul during the 2020 21st National Assembly election. Data collection mainly analyzed posts from each candidate's official account, and the research method used text analysis using the R program. Word cloud, comparative analysis, q-graph analysis, LDA, and STM analysis were used during text analysis. In addition, the analysis result was confirmed to be statistically significant through correlation analysis. As a result of research, candidate Lee Nak-yeon's election includes corona, people, problems, crisis, suffering, and wisdom, which indicates that the crisis caused by corona must be overcome through any means possible. On the other hand, candidate Hwang Kyo-an's election includes Moon Jae-in, the regime, save, the fatherland, the judge, and the economy. And from the perspective of political publicity, candidate Lee Nak-yeon made a lot of acclaims, while candidate Hwang Kyo-an made a lot of attacks, and both themes emphasized the policy rather than the image.

• Korean journal of communication and information
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• v.55
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• pp.74-99
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• 2011

This article tries to find out some regulatory facts to improve and vitalize roles of social media such as facebook, twitter, etc in the election campaign. For this goal, a theoretical approach is based on the agnostic and open aspects of the regulation system of election. Case study and in-depth interview were used as research methods in this article. The results are as follows. First, some differences are in the election regulatory system regarding the roles of social media in UK, US, Japan and Korea. The election public sphere systems of these countries categorized to the types of legal factors to control political communications in election public sphere; free-speech oriented system(UK. US), limited free-speech oriented system(Korea), normative-oriented system(Japan). Second, most respondents answered they agreed with some improvement ideas to reflect needs of netizen and academic who suggest to minimize regulatory burdens on social media in the political communication during the election campaign.