A Exploratory Study on Big-data based Election Campaign Strategy Model in South Korea

빅데이터 기반 선거캠페인 전략에 관한 탐색적 연구

  • Noh, Kyoo-Sung (Department of Business Administration, Sunmoon University)
  • Received : 2013.12.01
  • Accepted : 2013.12.20
  • Published : 2013.12.28


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.


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