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A Research on Political Engagement Index(PEI) Model about Election Strategy's Immersion in Candidate in Perspective of Engagement -Focusing on university students standard of selecting candidate in election for 18th president

인게이지먼트 관점에서 선거전략의 후보자 몰입에 관한 정치 인게이지먼트 모델(PEI)연구 - 제 18대 대통령 선거에서 대학생들이 후보자를 선택한 기준을 중심으로

  • Kim, Man-Ki (Dept., AD & PR, Namseoul University) ;
  • Kim, Gyu-Hyun (Korea Institute Public Finance(KIPF), Researcher, Research Group for Government Expenditure)
  • 김만기 (남서울대학교 광고홍보학과) ;
  • 김규현 (한국 조세재정연구원)
  • Received : 2013.07.20
  • Accepted : 2013.08.20
  • Published : 2013.08.28

Abstract

Even though the importance of reading voters' share of mind increases in political campaign, there is no research which analyzes engagement in perspective of political campaign. Therefore, the purpose of this research is to calculate political engagement index which is qualitative indicator about political campaign's immersion in candidate in perspective of engagement and provide scientific data for political advertisement and publicity strategy. For this purpose, A and B candidates who ran for 18th president in December 19th, 2012 are selected for subjects of the research. The young people whose voter participations are low in this presidential election are selected as subjects for responding questionnaire and are surveyed. This research is qualitative evaluation which tires to supplement a limit of qualitative analysis of content by surpassing quantitative evaluation including advertisement, promotion, public opinion on politics, ratings, etc. Evaluation attribute is designed to distribute 8 PEI into 0~100 score. If PEI is more than 50, then the score indicates immersion above average. If PEI is lower than 50, then the score indicates immersion below average. The model of the research will contribute to development of methodological research of political campaign strategy. Also, in the future, this model can be used as micro-targeting in each political campaign's election strategy.

Keywords

Political engagement;immersion in candidate;evaluation attribute;qualitative evaluation