• The Journal of the Korea Contents Association
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• v.19 no.4
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• pp.174-186
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• 2019

Twitter is very popluar with users who desire social interaction as it is a highly effective method of communicating compared to traditional communication platforms; and thus has garnered considerable interest from the academic community. This research reveals how election results can be predicted by the factors of total volume of messages, positive messages and negative messages tweeted about a candidate. Social matrix analysis revealed that the quantity of twitter messages was a strong predictor of election results in the 18th presidential election in Korea. In addition, more positive messages than negative messages about a candidate from twitter users recorded better results in the election. This research found that the total quantity of messages, positive messages, and negative messages as key factors for predicting election result. Future studies should investigate other SNS platforms to discover what is the most effective communication strategy on each platform.

• Korean Journal of Legislative Studies
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• v.24 no.3
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• pp.29-54
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• 2018

Focusing on vastly different results between two presidential elections in 2012 and 2017, this paper examines how political attitudes of conservative voters had changed in 5 years and how these changes had brought about differences in their vote choices in 2017. Using panel data encompassing two presidential elections, this paper finds that, though ideological and affective evaluation of conservative parties and candidates had indeed deteriorated among supporters of Park Geun-Hye in 2012, it is candidate factors rather partisan ones that exerted much more significant influence on their vote choices in 2017. In addition it is found that the differentiation in political and economic policy preferences among conservative voters had only slight influence on their voted choices in 2017. This paper concludes with discussing how to understand the result of the $19^{th}$ presidential elections and what implications it has in prospecting the party realignment in Korean electoral politics.

• Journal of Digital Contents Society
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• v.14 no.2
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• pp.207-214
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• 2013

It was the 18th presidential election TV debate Twitter participation of SNS. Began to diverge as the era of social media, combined with SNS through in the mass media, media web 2.0. Search tweets, retweets, while the formation of policy issues, the agenda of Twitter users to listen to the statements of the candidates using the Internet or a smartphone. The highest number of tweets immediately issue statements were made. Content during the progressive tweets core keywords you do not often discussed, followed by the negative information increases the number of tweets has become a policy issue. Top retweets was to evaluate the process of debate, regardless of the issue. Tweeter complements the TV so Twitter has made public opinion. Smart phones and SNS Twitter, combined with the TV and the participation and direct democracy, voters vote one instrument was realized. Should forward approval ratings, real-time Twitter subtitles on the TV screen in TV debate Twitter influence in the election will be greatly expanded.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.385-398
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• 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 dental hygiene science
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• v.9 no.1
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• pp.69-74
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• 2009

The purpose of this study is to investigate the actual attitude of the major newspapers and broadcastings about public health policy during last $17^{th}$ presidential election and $18^{th}$ election for a member of the National Assembly and apply it to the study of procedure of making decision of policy as a fundamental data. Two researchers surveyed and analyzed all articles from three broadcasting stations, KBS, MBC, and SBS, and from four newspaper companies, Donga, Jungang, Chosun, and Hangyoreh. Among the major articles, the articles related to policies are ranked in last (10.8%). And among the reported 284 articles related to the policies, the social section (75 articles, 26.4%) and the economic section (73 articles, 25.7%) took part of over 50% of all. However, the articles related to public health policy took part of only 9.9% (28 articles). Among the articles of public health policy, the articles related to the cost of the medical service were ranked in the first (39.3%). Therefore, to solve the problems of the major public health policy, it needs effort to develop the public health policy and use the media to realize the developed policies.

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

• Journal of the Korean Data and Information Science Society
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• v.27 no.2
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• pp.315-325
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• 2016

Thanks to the advantages of low cost and quick results, public opinion polls on election in Korea have been generally conducted by telephone survey, even though it has critical disadvantage of low response rate. In public opinion polls on election in Korea, the general method to handle nonresponses is adjusting the survey weight to estimate parameters. This study first drives mathematical expression of estimator and its bias with variance estimators with/without nonresponses in election polls in Korea. We also investigates the nonresponse rate of telephone survey on 2012 Korea presidential election. The average response rate was barely about 14.4%. In addition, we conducted a survey in April 2014 on the respondents's attitude toward telephone surveys. In the survey, the first reason for which respondents do not answer on public opinion polls on election was "feel bothered". And the aged 20s group, the most low response group, also gave the same answer. We here suggest that survey researchers motivate survey respondents, specially younger group, to participate surveys and find methods boosting response rate such as giving incentive.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.435-444
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• 2022

There are three focuses in the paper. Firstly, the study identified what channels were most viewed by YouTube users to watch the 'Daejang-dong scandal,' which was the most powerful agenda to influence the candidate preference among voters during the 20th presidential election. Secondly, the study analyzed whether the political tone of the first videos was in line with that of the subsequent videos. Finally, we compared the sentiment of comments on the first and subsequent videos. The results showed that TBS 'News Factory' and 'TV Chosun News' represented liberal and conservative factions, respectively. Secondly, the political tone of channels that were viewed subsequently was neutral, but the conservative channel users left more negative comments and that was significant statistically. In addition, about 80% of the conservative and liberal channel users shared the same political tendency with the channel they watched first, and more than 90% of the comments left at the subsequent videos in line with that of at the first news. Based on these results, the study concluded that the voters tended to seek political news that was similar with their political ideology, and it was considered a sort of echo chamber phenomenon on the YouTube. The study suggests that the performance of high-quality journalism by traditional news outlet might contribute to decrease the negative influence of political contents on YouTube users.

• Journal of Digital Convergence
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• v.13 no.3
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• pp.49-54
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• 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.

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