• Korean journal of communication and information
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• v.42
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• pp.79-106
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• 2008

Based on the third-person effect hypothesis, this study conducted a nation-wide online survey to assess how Korean voters perceived the mass media's effect on the candidates' image and voting behavior during the 17th presidential election. The research results showed that the voters tended to perceive that the mass media such as newspaper, television and the Internet had a greater effect on others than on themselves with regards to the formation of the three candidates' images. The third-person effect on the voting behavior was also revealed differently in terms of the medium according to age and political tendency of the voters. For instance, the younger and liberal voters were likely to see newspaper as having a greater influence on other voters' choice of candidate, while the older voters saw TV as having a greater effect on other voters. The conservative tendency did not affect the perception of the voters at all. Another noteworthy result was that personal characteristics of the candidates' images such as appearances and communication skills did not affect the voters' behaviors in the election process.

• Asian Journal for Public Opinion Research
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• v.8 no.2
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• pp.67-104
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• 2020

Fake news and disinformation provoked heated arguments during Taiwan's 2018 local election. Most significantly, concerns grew that Beijing was attempting to sway the island's politics armed with a new "Russian-style influence campaign" weapon (Horton, 2018). To investigate the speculated effects of the "onslaught of misinformation," an online survey with 1068 randomly selected voters was conducted immediately after the election. Findings confirmed that false news affected Taiwanese voters' judgment of the news and their voting decisions. More than 50% of the voters cast their votes without knowing the correct campaign news. In particular, politically neutral voters, who were the least able to discern fake news, tended to vote for the China-friendly Kuomintang (KMT) candidates. Demographic analysis further revealed that female voters tended to be more likely to believe fake news during the election period compared to male voters. Younger or lower-income voters had the lowest levels of discernment of fake news. Further analyses and the implications of these findings for international societies are deliberated in the conclusion.

• Archives of design research
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• no.18
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• pp.37-48
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• 1996

For succesful political advertisements the role of mutual communications between advertisers and their targets (i.e. voters) should be magnified, which must be based on the understanding of voter's life-style including the trends of daily life, their philosophy and attitude toward the contemporary matters. During the campaign period for the last parliamentry election the most important issue was nothing but who could be the best representer of their region without any political considerations compared to previous election and the decision made by voters has been evaluated as one of most brilliant ones so far. One thing to note from the last election is that many new faces have been high lighted and that could not have been possible if they could not differentiate their campaign from one of unchanged senior politicians by calling more attentions of voters to them by scrutinizing competitors' election pledges. The differentiation strategy in election campaigns is basically detecting small signs of changes in voters life\ulcornerstyle, bringing them into relief and provoking voters attentions to the election and advertiser. In this sense niche marketing strategy is the differentiating strategy itself and it can be a useful guide in political advertisement for the triumph of advertiser in elections as well as for heathy and fresh political environments on the basis increased attentions of voters. In this paper, aiming at further development of the niche marketing in political advertisements we propose questions whether the niche marketing in the last parliamentary election was introduced on the basis of concept of differentation by analysing last election's strategies targeted at voters specific dispositions.

• American Studies
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• v.42 no.1
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• pp.23-55
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• 2019

Do international economic factors affect the result of gubernatorial elections? This research aims to explain the reasons that local elections are not influenced by international economic factors such as US-China trade dispute. Although previous studies show the mixed results about the relationship between economic factors and gubernatorial electoral outcome, this research argues at least three explanations can be identified. First, there is a perceived gap between the candidates and local voters on the effect of trade disputes. Local voters do not consider the trade dispute as immediate threats, and candidates only use the trade dispute for attacking rivals. Where the functional responsibilities are unclear among elected officials between federal and local government, voters tend to cast votes based on their party identification. In the case of trade policy, functional responsibility is murky between the president and governor; voters may not judge the governor incumbent or candidates on state economic condition.

• Journal of Digital Convergence
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• v.13 no.3
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• pp.49-54
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• 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
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• v.21 no.10
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• pp.344-355
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• 2021

As the voting age has been lowered to 18 from the 21st general election on April 15, 2020, the use of political news, motivation for political interest, and reliability of political media of first-time voters were examined. Accordingly, we analyzed how their political efficacy affects their voting intentions. As a result of the study through the survey of participants, the use of political news by voters was to acquire political information mainly through TV and portals. And the use of traditional media such as radio and newspaper was low. first voters became interested in politics through articles delivered by the media, and it was found that they trusted the political information provided through terrestrial TV reports and debates. This generation also confirmed that if they have higher political efficacy, they show higher willingness to participate in voting. Through this study, in order to increase the political participation of the younger generation who are evaluated as having relatively low interest in politics, the role of the media was reconfirmed as the most important factor.

• 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.

• Survey Research
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• v.4 no.2
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• pp.23-45
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• 2003

While people with higher education are more likely to vote in most western societies, they are less likely to vote in Korea. To explain this puzzle, this paper introduces new concept of "distrust of the public promise. " With this new concept, this paper contends that in Korea where public promises are so easily broken, those with higher education are more skeptical of the politicians. Based on the various post-election surveys, this paper shows that "distrust of the public promise" leads the more educated people to abstain in the election. By adding rational factors of the voters to the conventional model, this paper proposed a more comprehensive model to explain non-voters in Korea. This paper explains increasing Korean non-voters in terms of rational choice perspective. choice perspective.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.18 no.3
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• pp.193-200
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• 2018

In a formal speech, the speaker's voice has a variety of effects on the listener. Depending on the voice characteristics, the effectiveness and efficiency of the speech change as well. In the presidential election, the candidate's voice characteristics will affect the cognition of voters. Thus, we need to understand about the a more effective voice of candidate. This study proves whether voters will change their cognition if the candidate changes owe voice. If the cognition of voters can be changed according to the changed voice characteristics of the candidate, we will be able to explain what voices are needed for the candidate. We will also be able to suggest the necessary voice change strategies for effective speech. We describe cognition change of the voters according to the change of the voices of the presidential candidates by the dimension of the sori-engineering and the cognitive dimension. Hence, this study explains the voice characteristics and change strategies needed for candidates for effective speech.

• Journal of Information Processing Systems
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• v.16 no.4
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• pp.809-819
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• 2020

Gender prediction accuracy increases as convolutional neural network (CNN) architecture evolves. This paper compares voting and ensemble schemes to utilize the already trained five CNN models to further improve gender prediction accuracy. The majority voting usually requires odd-numbered models while the proposed softmax-based voting can utilize any number of models to improve accuracy. The ensemble of CNN models combined with one more fully-connected layer requires further tuning or training of the models combined. With experiments, it is observed that the voting or ensemble of CNN models leads to further improvement of gender prediction accuracy and that especially softmax-based voters always show better gender prediction accuracy than majority voters. Also, compared with softmax-based voters, ensemble models show a slightly better or similar accuracy with added training of the combined CNN models. Softmax-based voting can be a fast and efficient way to get better accuracy without further training since the selection of the top accuracy models among available CNN pre-trained models usually leads to similar accuracy to that of the corresponding ensemble models.