• Korean journal of communication and information
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• v.44
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• pp.108-143
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• 2008

Candidate images refer to a holistic impression of a candidate which is composed of various dimensions of attributes. This study investigated how online and offline news media, campaign media such as political ads, televised debates, and candidate web-sites, and interpersonal political talk influenced voters' images of a candidate in such dimensions as personal traits, job-performance abilities, and policy capabilities, and further their political decision making in the 17th presidential election in Korea. The analysis focused on President Lee, Myung Bak who won the election by obtaining nearly 50% of the effective votes. According to the data analyses, first, uses of offline newspapers positively influenced voters' images of candidate Lee's personal traits such as his morality, integrity, trustworthiness, and compassion, yet online news uses had an opposite effect on voters' impression of his job-performance and economic policy capabilities. Secondly, among various campaign media, television ads and candidate web-sites positively contributed to the formation of candidate Lee's images, yet showed little direct effect on vote choice, indicating that campaign media mainly indirectly influenced voters' political decision making. Each of the first, second, and third televised candidate debates revealed unique effects on image formation and vote choice. Thirdly, the network size and frequency of political talk negatively influenced image formation regarding candidate Lee's personal traits and economic policy capabilities, yet the discussion network size positively contributed to the Lee votes. Forth, among various dimensions of candidate images, voters' perceptions of candidate Lee's personal traits appeared to be the most significant predictor of the support for him.

• Korean Journal of Legislative Studies
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• v.26 no.2
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• pp.35-71
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• 2020

The purpose of this study is to verify the effect of electoral competition on voters deciding on strategic split-ticket voting under the mixed-member electoral system. As result, the more competitive the constituencies are, the more voters choose to vote for the major parties. The results of logistic regression analysis including interaction terms showed that the more competitive the constituencies are, the more voters choose for candidates from the major parties. Also, the finding shows that major party supporters are less affected by electoral competition than minor party supporters in choosing a candidate in the single-seat districts. In the case of minor party supporters, the more competitive the constituencies were, the more likely they were to choose the major party candidate instead of the minor party candidate. Based on these results, it can be inferred that voters are affected by the presence or behavior of other voters in local constituencies under the first-past-the-post rule. Because of the psychology of not wanting their votes to be useless, voters cast their ballots more strategically as the competition in constituencies intensifies, and as the competition in constituencies slackens, such tendencies weaken, and this trait is particularly evident among minor party supporters.

• Korean journal of communication and information
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• v.62
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• pp.159-178
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• 2013

The current study examined the effects of the voters' perception of television news coverage of election poll results on their political participation intention. 700 voters participated in a telephone interview three weeks before the 2012 Korean presidential election. A structural equation modeling with the nationally representative sample was performed. The findings indicate the respondents were more likely to evaluate television news coverage of election poll results negatively when the news coverage presented that the candidate they supported was behind in the race, and the negative evaluation was linked to a greater third-person perception. The third-person perception, in turn, had an indirect effect on political participation intention through negative emotional responses. The results imply that voters' political position influences their perception of the television news coverage of election poll results, and this perception can have indirect effects on political participation.

• The Journal of the Korea Contents Association
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• v.10 no.10
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• pp.274-285
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• 2010

In the United States, a marked emphasis on personal achievement has been among enduring values characterizing American culture from the beginning of the republic. Particularly, Americans have attached great value to the spirit of self-reliance in striving for personal achievement. However, there have been few empirical studies focusing on the effects of Americans' self-reliant spirit on American electoral politics. Through a field experimentation focusing on the voters of Portage County in Ohio, this study examined the effects of Americans' self-reliant spirit on the evaluations of presidential candidates' personal traits, which constitute the candidates' character. The results of this study demonstrated that American voters evaluated those presidential candidates who were described as self-reliant significantly more favorably than the presidential candidates who were not so described, for 8 out of the 11 personal traits. The findings provide meaningful evidence for ascertaining the potential and legitimacy of the influences of the spirit of self-reliance, in the American society including electoral politics.

• Korean Journal of Social Welfare
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• v.61 no.4
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• pp.35-59
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• 2009

This paper presents a formal model of social policy development. The model shows that the development of social policy depends both on the social policy preferences of voters and on the political institution which mediates the preferences of voters. In the direct democracy, median voter's social policy preference is critical because he is Condorcet winner in a pairwise vote. But in the representative democracy, political parties design social policy to win the support of a majority of voters. Hence, the political institution like electoral rule may affect social policy outcome. The model presented in this paper contrasts 3 alternative constitutional features and investigates how they affect social policy outcome. In result, this papers emphasizes that policy preferences of voters and political institution may be key variables to explain social policy development and divergence among welfare regimes.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.41 no.5
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• pp.602-609
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• 2016

In a smart society, politicians analyze the big data of voters to build a favorable political positions. In other words, a variety of digital footprints uploaded in SNS or Internet are used to set the election strategies and political directions. In comparison, it is difficult for voters to extract intention information about how politicians are performing a political acts. Therefore, it is important that voters need to analyze what intention of politicians are like for two way interaction between voters and politicians. For this, in this paper, we want to do the identification by analyzing IT technologies to narrative styles of politicians who pursue relative advantages or gains compared to other competitors. The experiments will be carried out to identify about what relative advantages compared to other competitors by narrative styles of next presidential candidates who are expected to run into the next presidential election by analyzing the usual audio interviews.

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

• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.145-159
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• 2022

The purpose of this study is to analyze the structural relationship between politicians' YouTube information service quality, politician's image and trust, and voters' social and political participation intentions. To investigate this, 306 voters were sampled through an online survey. The quality factors of the politician's YouTube information service were found to have a positive effect on the image of a politician. Among them, timeliness and reliability had a positive effect on the trust of politicians, but playfulness did not. Both the image and trust of politicians through YouTube were found to have a positive effect on voters' intention to participate in society and politics. As a result of examining the indirect effect, it was found that the image of a politician had an indirect effect on the quality of information service and the intention to participate in society and politics. This study is significant in revealing that the fact that the image and trust of politicians is a major variable that appeals to citizens' social and political participation is also applicable to YouTube.

• Korean Journal of Legislative Studies
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• v.25 no.2
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• pp.103-139
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• 2019

This study aims to verify how trust in government leads voters' electoral participation with paying attention to their political orientations. In particular, this study takes voters' partisan consideration into account to examine different direction of the effect of trust in government on electoral participation depending on their ideology and partisan preferences. Key findings show that governmental trust has a positive influence on electoral participation for voters who have conformable ideological orientations to the incumbent government and positive preferences toward the ruling party. In contrast, distrust in government is more likely to increase the possibility of electoral participation for those who have different ideology from the incumbent, negative attitude toward the ruling party, and partisan preferences of the opposition party. Previous studies on the relationship between governmental trust and electoral participation have been mixed as yet. For the sake of explaining this inconclusiveness, this study focuses on partisan foundation of voters' political decision making. It contributes to our understanding of the political properties of governmental trust and its implications for representative democracy.

• Asian Journal for Public Opinion Research
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• v.2 no.4
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• pp.248-278
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• 2015

Despite the proliferation of studies on emotion, little attention has been paid to the effects of discrete emotion on political participation. Using a representative survey conducted on a sample of South Korean citizens in the aftermath of the Sewol ferry accident, the current survey explored how anger and sadness, as well as the ways people express those emotions, influence the orientation of their response in social environments and, ultimately, their voting intention. The results partially supported the discrete effects of sadness and anger in eliciting reactions of approach or avoidance. Anger was found to provoke an approach action tendency in independent voters and supporters of the opposition, while also eliciting an avoidance action tendency with a varying effect size across all three groups of respondents. Sadness also prompted an approach action tendency in independents and supporters of the incumbent party, while it manifested a negative association with the avoidance action tendency in supporters of the opponent party. An interpretation of the findings and proposed directions for future research are presented.