Taking the ‘Pulse’ of Public Opinion from Non-political Spaces during Elections

• 발행기관: 한국자료분석학회
• 저자명: 이연옥(Yeon-Ok Lee) 박한우(Han Woo Park)
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.18 No.6, 2949~2960쪽, 전체 12쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2016.12.30

영문 초록

Through a case study of Facebook content during the 2011 and 2014 Seoul mayoral elections in South Korea, this article highlights the need for innovative and reflective approaches when analysing social media data in order to make better sense of voter behaviors and electoral outcomes. The two chosen elections provide a particularly interesting setting for the present study because Korean voters in recent years have increasingly drifted away from their once favored domestic social networking sites and have embraced international social media platforms as a mainstream venue for political expressions. Our findings suggest that elections of different characteristics require different methodological approaches to data of the same nature. In a closely fought election among new faces in 2011, raw and proportional word frequencies demonstrated a reasonable level of predictive power. However, in 2014, where the sitting mayor was defending his incumbency against a veteran player, network analysis provided a clearer understanding of the event.

목차

1. Introduction

2. Methodology

3. Discussion of findings

4. Concluding remarks

References

키워드

election Facebook network analysis social media Korea