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소셜미디어 선거캠페인 연구 동향과 쟁점

A Critical Review on Social Media Campaign Studies: Trends and Issues

  • 투고 : 2019.03.04
  • 심사 : 2019.03.22
  • 발행 : 2019.03.29
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초록

이 연구는 소셜미디어 캠페인 연구의 동향과 쟁점을 세 측면에서 고찰하였다. 즉 '소셜미디어 캠페인 전략의 양상, 소셜미디어를 규율하는 제도적 환경 및 소셜미디어 캠페인의 정치적 효과'는 웹 확산 이래 웹블로그를 거쳐 소셜미디어 단계에 이르기까지 각국의 선거캠페인에서 지속적으로 제기되고 있는 논제이다. 분석 결과 소셜미디어 캠페인 전략은 대표중심론 대시민중심론을 축으로 쟁점이 제기되어왔으며, 제도적 환경은 공정선거를 위한 동원형 규제론 대 시민참여를 위한 정보기본권 강화가 핵심 논제로 고찰되었다. 이어서 이 연구는 세 주제 중 가장 분석이 취약한 정치적 효과를 실증적으로 논구하기 위하여 20대 총선을 사례로 경험적 분석을 수행하였다. 구체적으로 '후보(정당)들의 트위터 캠페인 참가 동향, 당파적 동원과 유권자 반응 및 선거 결과에 대한 플랫폼 효과'를 경험적으로 고찰하였으며 분석 결과는 다음과 같다. 첫째, 19대 총선에 비해서 트위터 캠페인 참가자가 크게 증가하였다. 그리고 트위터 캠페인은 자원동원능력에서 우위에 있는 양당 주도로 진행되었다. 둘째, 트위터가 당파적 공간이라는 점이 명료하게 확인되었다. 특히 수도권의 진보 후보들이 훨씬 더 크게 지지층을 동원하였다. 마지막으로 트위터 캠페인은 득표율 상승과 당선에 영향을 미치는 것으로 나타났다. 특히 팔로어수와 활동기간이 통계적으로 유의하게 나타나, 선거운동에서 네트워킹과 사회자본을 촉진하는 기능이 더욱 중요하다는 것을 입증하였다.

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.

키워드

<표 1> 소셜미디어 패러다임

Social media paradigm

JBSHBC_2019_v26n1_3_t0001.png 이미지

<표 2> 20대 총선 후보의 온라인 미디어 활용 현황

Candidate’s online media use of the 20th national election

JBSHBC_2019_v26n1_3_t0002.png 이미지

<표 3> 트위터 플랫폼의 정치적 속성

Political properties of twitter platform

JBSHBC_2019_v26n1_3_t0004.png 이미지

<표 4> 20대 총선 정당별 후보들의 트위터 캠페인과 당선자 현황

Twitter campaign and winners of each party of the 20th national election

JBSHBC_2019_v26n1_3_t0005.png 이미지

<표 5> 20대 총선 지역별 여야별 후보 트위터 캠페인과 당선자 현황

Twitter campaign and winners by region and ruling/opposition party of the 20th national election

JBSHBC_2019_v26n1_3_t0006.png 이미지

<표 6> 20대 총선 구간별 트위터 캠페인 활성화 비교

The comparison of twitter campaign activation of the 20th national election

JBSHBC_2019_v26n1_3_t0007.png 이미지

<표 7> 20대 총선 트위터 트래픽 기준 상위 20% 후보·당선자 현황

Top 20% candidates and winners by twitter traffic of the 20th national election

JBSHBC_2019_v26n1_3_t0008.png 이미지

<표 8> 분석변수의 선정

Selection of analysis variables

JBSHBC_2019_v26n1_3_t0009.png 이미지

<표 9> 분석변수의 일반적 특성

National characteristics of analysis variables

JBSHBC_2019_v26n1_3_t0010.png 이미지

<표 10> 트위터 캠페인이 득표율에 미치는 영향

The impact of the twitter campaign on the rate of votes

JBSHBC_2019_v26n1_3_t0011.png 이미지

<표 11> 트위터 캠페인이 당선에 미치는 영향

The impact of twitter campaign on winning

JBSHBC_2019_v26n1_3_t0012.png 이미지

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