• 제목, 요약, 키워드: campaign

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A Critical Review on Social Media Campaign Studies: Trends and Issues (소셜미디어 선거캠페인 연구 동향과 쟁점)

  • Chang, Woo-young
    • Informatization Policy
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    • v.26 no.1
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    • pp.3-24
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    • 2019
  • 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.

A Case Study on the differentiation strategy of University Advertising (대학광고의 차별화 전략에 관한 사례연구 -남서울대학교의 N+캠페인 광고를 중심으로-)

  • Yoon, Il-Ki
    • Journal of Digital Convergence
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    • v.10 no.2
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    • pp.311-321
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    • 2012
  • This study tries to find the possibility of differentiation strategy and looks into N+ advertising campaign of NAMSEOUL University that has been doing since 2011. N+ advertising campaign contains the meaning of educating leaders based on the foundation concept of NAMSEOUL University and develops consistent creativities through medium such as radio advertising, print advertising, on-line advertising and outdoor advertising. On the first of stage, the campaign develops the start and the meaning of N+ and organizes to get sympathy from target customers on the second stage. Nowadays, there are many competitions among universities to promote students. In this situation, the N+ advertising campaign of NAMSEOUL University is differentiate approach. It's also promotion for external publics to introduce the identity of University and effect for inducement of internal publics with pride and unity. Moreover, it suggests to universities what they have to consider.

Pasteur Brand Storytelling Campaign (파스퇴르의 브랜드 스토리텔링 캠페인)

  • Lee, Yong-Jae
    • The Journal of the Korea Contents Association
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    • v.11 no.8
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    • pp.142-149
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    • 2011
  • This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

An Analysis of the Trend and Characteristics of 'One Book, One City' Reading Campaign in the U.S (미국의 '한 책, 한 도시' 독서운동의 동향과 특성의 분석)

  • Yoon Cheong-Ok
    • Journal of the Korean Society for Library and Information Science
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    • v.39 no.3
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    • pp.27-44
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    • 2005
  • 'One Book, One City' reading campaign is one of the major reading campaigns, successfully conducted by public libraries in this century. The purpose of this study is to evaluate the significance of 'One Book, One City' reading campaign, as an innovative, continuing, and collective reading campaign by analyzing its growth and diffusion during the past six years. Also, analyzed are the themes. genres, and publication dates of the books and the characteristics of authors selected for 'One Book' in order to understand the cultural, social, and community-wide trend and objectives of 'One Book, One City' reading campaigns. An analysis of lists of 'One Book, One City' Reading Promotions Projects' available from the website of the Library of Congress, the Center for the Books, and bibliographic records of ninety books from LC OPAC, shows the preference for books recently published, significance of biographies and biographical fictions, and focus on the themes which help people better understand a multi-cultural and multi-racial society.

A Study of News Consonance on the Intermedia and Intramedia Agenda: Focused on the 2000 presidential campaign news coverage (매체간(Intermedia)과 매체내(Intramedia) 의제분석을 통한 뉴스획일화 연구: 2000년 미국 대통령 선거운동에 관한 뉴스보도를 중심으로)

  • Ku, Gyo-Tae
    • Korean journal of communication and information
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    • v.21
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    • pp.7-34
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    • 2003
  • The present study was designed to study the media consonance of campaign news coverage by comparing the issue salience provided by each medium. To explore the issue of consonance, this study examined the relationship of campaign agenda at intermedia and intramedia level. The data analysis revealed that there was general consensus in setting the campaign agenda at the intramedia and the intermedia level. On the other hand, the research focus indicated there was media difference in reporting the campaign agenda over time. In the perspective of agenda-setting function, the exposure to news media with greater uniformity might result in greater agenda-setting effects, since the media makes the issues salient by giving more media attention. After all, the uniformity of issue salience among news media might influence "what issues to think about," resulting in limiting the range of democratic discussion.

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A Study of Korean Vehicle Recall System Reforms (소비자보호를 위한 자동차결함제도의 개선연구)

  • Youn, Younghan;Lyou, Byungwoon;Park, Soohun
    • Journal of Auto-vehicle Safety Association
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    • v.7 no.4
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    • pp.31-38
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    • 2015
  • In the United States, when NHTSA initiates the vehicle defect investigation, the most of automotive manufactures voluntary start their vehicle's recall campaign immediately. However, in the domestic market, NGOs, medias and even the National Assembly complaint the attitude of domestic and foreign makers tendencies of retardation of recall campaign. Also there were criticism for the manufacturer's concealing or downsize of their vehicle defects to the publics. In general, the manufactures may wait until MLIT's decision to recall orders. Therefore, in this study, from the survey of foreign countries legal recall systems and it is recommended reinforcement of the current vehicle management law to promote more frequent voluntary recall campaign from makers. In this study, it is also includes summarize all previous recall related research works and proposes the more stringent regulations to punish of concealing or downsize their vehicle safety defects.

Public Knowledge and Attitudes Regarding Antibiotic Use in South Korea

  • Kim, So-Sun;Moon, Seong-Mi;Kim, Eun-Jung
    • Journal of Korean Academy of Nursing
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    • v.41 no.6
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    • pp.742-749
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    • 2011
  • Purpose: This study was conducted to examine public level of knowledge and attitudes regarding antibiotic use and potential drug resistance. Methods: A cross-sectional face-to-face survey of 1,177 residents aged 18 or over was conducted in Korea. A quota sampling method was used. Results: Most respondents (70%) did not know that antibiotics are ineffective in treating coughs and colds. Two-thirds of the respondents were unaware of the conditions under which antibiotic resistance occurs, despite understanding the concept of resistance. Lower education level and older age were independently associated with inadequate knowledge. Lower education level, older age, inadequate knowledge and no exposure to the education campaign were independently associated with poor attitude. Conclusion: The results of this study demonstrate that the general public has misunderstandings and a lack of knowledge with regard to antibiotic use, despite a national educational campaign. However, the campaign may have had an effect on the public's attitudes towards antibiotics.

The Distributed Server Model for the Evolutionary Online RP G (진화하는 온라인 롤플레잉 게임을 위한 분산형 게임 서버 모델)

  • Lee, Nam-Jae;Kwak, Hoon-Sung
    • Journal of Korea Game Society
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    • v.2 no.1
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    • pp.36-41
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    • 2002
  • Recently, The online role playing games (RPG) get into spotlight of worldwide game marketing area because of the rapid growth of high speed Internet environment during a decade. The almost online RPGs are made of campaign scenario that constructed in series. In this paper, we propose the Distributed Server Model for the Evolutionary Online RPGs which have series scenario (Campaign). In order to represents evolutionary online RPGs, We configure the online RPG server uniquely by means of one to one mapping between logical and physical game world. We also configure the game worlds using circular queue form to express the evolution of civilization by reconstruction of game world.

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Safeguards Approach for the Verification of both Dry Canister and Transfer Campaign (건식저장고 및 Transfer Campaign에 대한 국가 계량관리 검사 접근방법)

  • 이재성;차흥렬;박완수;윤여창
    • Proceedings of the Korea Society for Energy Engineering kosee Conference
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    • pp.32-37
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    • 1997
  • 안전조치 측면에서 관심의 대상이 되어온 중수형 원전의 건식저장고 및 사용후 핵연료 이송 검증을 위한 안전조치 접근방법이 국가 계량관리 검사의 이행을 위하여 개발되었다. 이는 IAEA 사찰장비를 활용하지 못하는 우리나라의 현실을 반영하여 자체 개발된 비파괴검증장비가 이용되며, IAEA 안전조치 기준을 만족시킬 것으로 기대된다. 건식저장고에 대한 국가 계량관리 검사기준은 자체 개발된 비파괴검증장비와 봉인에 의존하는 기준이 제안되었으며, 검증활동은 시설운영자의 부담경감을 위하여 IAEA 사찰이 실시되는 기간동안 동시에 실시되도록 되어 있다. Transfer campaign 검증을 위하여 3명의 국가 계량관리 검사관이 검증활동에 참여하게 되며, 이를 통하여 이송작업의 연속성 유지 및 시설운영자의 부담경감 등이 달성됨과 함께 사참량의 감소가 기대된다. 본 논문은 국가 계량관리 검사의 시작과 함께 현실적인 어려움을 극복하면서, IAEA의 안전조치 기준을 만족하는 안전조치 접근방법을 제시하고 있으며, 안전조치 목적을 보다 적합하게 달성할 것으로 기대된다.

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About the new edition of child and adolescent health record book ('소아청소년 건강수첩' 2008년 개정판에 대하여 -앞으로 모든 예방접종수첩을 제대로 된 '소아청소년 건강수첩'으로 바꿔줍시다-)

  • Shin, Young Kyoo
    • Clinical and Experimental Pediatrics
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    • v.51 no.9
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    • pp.907-910
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    • 2008
  • Recently we published new edition of 'child & Adolescent health record book' considering easy usability and introduction of new vaccines. This record book has essential and important contents for caring our children and adolescents. Currently many people use various vaccination record books with wrong and poor contents. We suggest the campaign that every pediatrician must give our well made record book to these people. This campaign can give their children an opportunity for proper vaccination and medical checkup. Ultimately through this campaign, the role and importance of pediatrician in the fields of vaccination and bring up children and adolescents will be recognized. We trust that the better record book can be made with continuous interest and active advice of all Korean Pediatric Society members about the contents and usability of this book.