• Journal of Digital Convergence
• /
• v.13 no.3
• /
• pp.49-54
• /
• 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
• /
• v.18 no.10
• /
• pp.30-39
• /
• 2018

This study was conducted with the aim of presenting a strategic implication for effective political campaign in the election situation which is held almost every year including the early presidential election. For this purpose, the $2{\times}2{\times}2$ triad experiment design of framing, involvement, political efficacy. The result shows that the main effect of framing and political efficacy was found, but the main effect of involvement was not shown. And also a result of two-way ANOVA, the interaction between framing and involvement was significant, but the interaction effect between framing and political efficacy was not significant. In addition, the three-way interaction effects of framing, involvement, and political efficacy were also significant. This study suggests that prospect theory is not often used to test the effects of political campaign messages and suggests new perspectives on political campaign strategies by introducing the prospect theory into election campaign message research.

• The Journal of the Korea Contents Association
• /
• v.18 no.6
• /
• pp.385-398
• /
• 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.

• Journal of Digital Convergence
• /
• v.11 no.8
• /
• pp.65-73
• /
• 2013

Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

• Journal of Digital Convergence
• /
• v.11 no.8
• /
• pp.1-10
• /
• 2013

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.

• Journal of Digital Convergence
• /
• v.9 no.1
• /
• pp.201-212
• /
• 2011

This study is to carry out meta-analysis on doctoral dissertations which had been written after 2004 when the empirical analysis about digital politics had begun. This study aims to identify tendency of recent analysis. For this purpose, it classifies the research trends of digital politics as political participation, political process, political advertising and election campaigns, and examines the researcher's definition, framework of empirical analysis, and all the results. Moreover, the study systematically summarizes the research model, analysis unit, concept and its components in order to ensure availablity so that the information could be available for the further research.

• Informatization Policy
• /
• v.26 no.2
• /
• pp.81-95
• /
• 2019

This study explores how the advanced data analysis capabilities of intelligent information technology are being utilized in politics. In particular, we focus on the fact that voter behavioral targeting in election campaigns comes into conflict with the democratic process in various ways. For this purpose, this study examines political micro-targeting and political bots. It is aimed at showing that these technology-based campaign techniques work as a factor preventing free expression of opinions and discussions, which are the core of democracy itself. Then we identify the attributes of the algorithm that affects them. As a result, this study suggests that the following issues might arise regarding intelligent information technology-based politics and democracy. First, inequality in political participation becomes more severe. Second, the public debate between voters gets more difficult. Third, superficial politics is prevalent. Fourth, single-issue politics and the exclusion of political representation is likely to increase. Fifth, political privacy might also be invaded. Based on our discussions, this study concludes that it is our role to find ways by which intelligent information technology and democracy can coexist.

• Journal of Digital Convergence
• /
• v.12 no.5
• /
• pp.13-24
• /
• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

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

• Informatization Policy
• /
• v.20 no.2
• /
• pp.3-19
• /
• 2013

Studies on the SNS political participation have covered issues of SNS effect on political participation, electoral campaigns, and the public sphere. Such issues as characteristics of SNS political participation, the characteristics of SNS users, SNS effect on the political participation, active SNS political participants, and the impact on young people's political participation, etc. have been studied in the area of political participation effect. On the election issues, SNS impact on election turnout, voting behavior, and the election results were main research topics. Finally, the research on the public sphere mainly discussed topics of quality of SNS information and social fragmentation phenomenon. What is commonly observed across all the three subjects is that the conflicting claims appear to almost all the topics. These contradictory findings are likely to occur because variables of real politics are not fully taken into account and research variables are not strictly manipulated. We can get more accurate research results in the study of SNS political participation when we conduct cross-national research reflecting the context of real politics and also designing independent variables more in detail and elaborately.