선거 캠페인 수단으로서 SNS 활용 : 4·29 재·보궐선거를 중심으로 = Social network service as a election campaign tools : focus on by-election of april 29
Advances in communications technology and the development of IT technology, SNS has been settled down as a tool of political communication as a new mechanism in the election campaign, political aspects.
The country has been enabled on the election online activities or political debate is the proliferation of e-politics. This leads to changes in the media environment in the society painter political dimension sikimyeo people expand the relationship, and to accept the new value. In this political environment, the politicians are delivering their ideas through social media.
This causes a variety of opinions from national politicians converge in order to promote various kinds of political opinion and policy actively and uses the SNS to communicate with the public actively and directly.
As such SNS is an important means of holding politicians to place in the course of the election campaign as a political tool of the new trends in communications.
As the public have easy access to online sharing of information it is made possible. Political participation is through the SNS reveal their political opinion based on the social relations of the individual, has the potential to lead to a mobilization effect.
It is associated with a number of people who showed the characteristics of the SNS to exchange information and share opinions on various issues exert influence in the elections.
Therefore, This study is to determine the purpose of recognizing the importance of utilizing SNS that politicians use to take advantage of the SNS as a tool of communication with the public, politicians will be able to view the message contents to the use of SNS.
To find out, there are four problems that this paper points out.
1. Political messages from the candidates appeared in the SNS during the election campaign period is how natananeunga in the content aspect?
2. What is the persuasive strategies of the candidates appeared in the SNS during the election campaign period?
3. What is the message appeared on the thesis of the candidate SNS during the election period?
4. What about voter reaction to the message of the candidates appeared in the SNS during the election period?
As a results, First, two candidates of both major candidates policies and activities, the message associated with the 'simple publicity' to introduce the relevant information and that the candidates had passed the most aggressive.
Second, it was analyzed that with such a message, or your own comments or messages, including the most popular content, which provides information to persuade voters boasts a topic claim that both candidates are good, correct his claim.
Third, Into the 'thesis' of the candidate message appeared on the SNS as 'policy' and 'human nature' analysis results show that there is a slight difference depending on the candidate. Byeonhuijae candidates, while a more concentrated in the message regarding the "policy", Chung candidate It is understood that more focused to the message of the "human characteristics"..
Fourth, Politicians have easy access to, and interaction is possible, it can be seen that the more easily take advantage of the SNS, which has a feature that can be their own mechanisms to promote the election campaign. However, analysis of the act of lively discussion and exchange of opinions between candidates and voters do not occur much the limit of election campaign revealed through the SNS.
When you look at the above results, politicians have easy access to, and interaction is possible, it can be seen that the more easily take advantage of the SNS, which has a feature that can be their own mechanisms to promote the election campaign.
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