Monitoring a Socio-political Blogosphere in South Korea<br />Comparing a Metrics from Blogosphere with Voter Turnout<br />...
Blog?<br />Online personal diary<br />Social media:<br />Interactive communication<br />Online community<br />Communal con...
Political Blog Campaign <br />
Political Blog Campaign <br />International studies on political blog campaign<br />2004U.S. presidential election (Blog f...
Research Objective<br />This study aims to empirically examine the effectiveness of political blog campaign during the 200...
Method<br />Data<br />Blog postings related to 29 candidates for the 2009 Korean National Assembly by-election. <br />Data...
Analysis<br />Trend analysis<br />Tracing change over time<br />Correlation analysis (Pearson & Spearman)<br />Regarding 2...
Descriptive Information<br />Real-time blog monitoring: total 20 times<br />Cumulative number of blogs:total62,672<br />Th...
Trend Analysis<br />Jangan district in Suwon City, Gyeonggi Province<br />(Park, CS)<br />(Lee, CY)<br />(Ahn, DS)<br />(Y...
Trend Analysis<br />Sangrok-B district in Ansan City, Gyeonggi Province<br />(Song, JS)<br />(Kim, YH)<br />(Jang, KW)<br ...
Trend Analysis<br />Gangreung district in Gangwon Province <br />(Kwon, SD)<br />(Hong, JK)<br />(Song, YC)<br />(Shim, KS...
Trend Analysis<br />Jeungpyeong-Jincheon-Geoisan-Eumsung district in North Chungcheong Province<br />(Kyoung, DS)<br />(Ch...
Trend Analysis<br />Yangsan district in South Gyungsang Province<br />(Park, HT)<br />(Song, IB)<br />(Park, SH)<br />(Kim...
Blogs vs. Votes<br />Jangan district in Suwon City, Gyeonggi Province<br />N. of Votes<br />N. of Blogs<br />(Park, CS)<br...
Sangrok-B district in Ansan City, Gyeonggi Province<br />Blogs vs. Votes<br />N. of Votes<br />N. of Blogs<br />(Jang, KW)...
Blogs vs. Votes<br />Gangreung district in Gangwon Province <br />N. of Votes<br />N. of Blogs<br />(Kwon, SD)<br />(Hong,...
Blogs vs. Votes<br />Jeungpyeong-Jincheon-Geoisan-Eumsung district in North Chungcheong Province<br />N. of Votes<br />N. ...
Blogs vs. Votes<br />Yangsan district in South Gyungsang Province<br />N. of Votes<br />N. of Blogs<br />(Park, HT)<br />(...
Results<br />Correlation Analysis (N. of Blogs &N. of Votes)<br />Pearson r = .586, p &lt; .01 (N=29)<br />Spearman rho = ...
Summary<br />Overall, the number of blogs by candidates has a tendency to increase over time. <br />By districts, the cand...
Future Research<br />Consider the qualitative approaches for blog contents.<br />Develop a more sophisticated model for pr...
Implication<br />This study empirically investigated the effectiveness of political blog campaign, based on a case study o...
Thank you for your attention.<br />
Upcoming SlideShare
Loading in...5
×

Monitoring Blogosphere S Korea

436

Published on

Published in: News & Politics, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
436
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Monitoring Blogosphere S Korea"

  1. 1. Monitoring a Socio-political Blogosphere in South Korea<br />Comparing a Metrics from Blogosphere with Voter Turnout<br />Yon Soo Lim & Han Woo Park<br />WCU WebometricsInstitutute<br />Yeungnam University<br />E-mail: yonsoolim@gmail.com<br />
  2. 2. Blog?<br />Online personal diary<br />Social media:<br />Interactive communication<br />Online community<br />Communal contents<br />Expansion of social networks/Diffusion and sharing of information<br />
  3. 3. Political Blog Campaign <br />
  4. 4. Political Blog Campaign <br />International studies on political blog campaign<br />2004U.S. presidential election (Blog for America)<br />Anstead & Chadwick, 2008; Drezner & Farrell, 2008; Kerbel & Bloom, 2005; Trammell, 2006; Trammell et al., 2006<br />2005U.K. general election <br />Coleman & Ward, 2005; Jackson, 2007; Stanyer, 2006<br />2005New Zealand general election<br />Hopkins & Matheson, 2005<br />2005Danish parliamentary election<br />Klastrup & Pedersen, 2007<br />2005German bundestag election<br />Albrecht, Lübcke, & Hartig-Perschke, 2007<br />2007Australian federal election<br />Kirchhoff, Nicolai, Bruns, & Highfield, 2009<br />2008presidential and congressional election<br />Metaxas & Mustafaraj, 2009; Smith, 2009<br />However, the blogosphere research on Korean political elections has been rarely conducted.<br />
  5. 5. Research Objective<br />This study aims to empirically examine the effectiveness of political blog campaign during the 2009 Korean National Assembly by-election periods.<br />
  6. 6. Method<br />Data<br />Blog postings related to 29 candidates for the 2009 Korean National Assembly by-election. <br />Data gathering<br />Korean-language based blog search engine by Naver.com <br />Real-time blog monitoring program by WWI<br />Search queries:the name of candidate+“candidate”<br />Search date:After Oct. 8, 2009<br />Data collection periods:Oct. 16 – Oct. 27, 2009 (12 days)<br />Cycle:Twice per a day (AM 00:00, PM 12:00)<br />
  7. 7. Analysis<br />Trend analysis<br />Tracing change over time<br />Correlation analysis (Pearson & Spearman)<br />Regarding 29 candidacies, the average number of blogs per candidate & the number of votes<br />Simple regression analysis<br />I.V.: the average number of blogs in each candidate<br />D.V.: the number of votes<br />
  8. 8. Descriptive Information<br />Real-time blog monitoring: total 20 times<br />Cumulative number of blogs:total62,672<br />The average number of blogs:108.06(SD=81.96, N=29)<br />Highest:Kim, YW (M=280.1)<br />Lowest:Yoon, JY (M=11.8)<br />
  9. 9. Trend Analysis<br />Jangan district in Suwon City, Gyeonggi Province<br />(Park, CS)<br />(Lee, CY)<br />(Ahn, DS)<br />(Yoon, JY)<br />
  10. 10. Trend Analysis<br />Sangrok-B district in Ansan City, Gyeonggi Province<br />(Song, JS)<br />(Kim, YH)<br />(Jang, KW)<br />(Kim, SK)<br />(Yoon, MW)<br />(Lee, YH)<br />(Lim, JI)<br />
  11. 11. Trend Analysis<br />Gangreung district in Gangwon Province <br />(Kwon, SD)<br />(Hong, JK)<br />(Song, YC)<br />(Shim, KS)<br />
  12. 12. Trend Analysis<br />Jeungpyeong-Jincheon-Geoisan-Eumsung district in North Chungcheong Province<br />(Kyoung, DS)<br />(Chung, BG)<br />(Chung, WH)<br />(Park, KS)<br />(Lee, TH)<br />(Kim, KH)<br />
  13. 13. Trend Analysis<br />Yangsan district in South Gyungsang Province<br />(Park, HT)<br />(Song, IB)<br />(Park, SH)<br />(Kim, SG)<br />(Kim, YS)<br />(Kim, YK)<br />(Kim, JM)<br />(Yoo, JM)<br />
  14. 14. Blogs vs. Votes<br />Jangan district in Suwon City, Gyeonggi Province<br />N. of Votes<br />N. of Blogs<br />(Park, CS)<br />(Lee, CY)<br />(Ahn, DS)<br />(Yoon, JY)<br />(Park, CS)<br />(Lee, CY)<br />(Ahn, DS)<br />(Yoon, JY)<br />
  15. 15. Sangrok-B district in Ansan City, Gyeonggi Province<br />Blogs vs. Votes<br />N. of Votes<br />N. of Blogs<br />(Jang, KW)<br />(Song, JS)<br />(Kim, YH)<br />(Kim, SK)<br />(Yoon, MW)<br />(Lee, YH)<br />(Lim, JI)<br />(Jang, KW)<br />(Song, JS)<br />(Kim, YH)<br />(Kim, SK)<br />(Yoon, MW)<br />(Lee, YH)<br />(Lim, JI)<br />
  16. 16. Blogs vs. Votes<br />Gangreung district in Gangwon Province <br />N. of Votes<br />N. of Blogs<br />(Kwon, SD)<br />(Hong, JK)<br />(Song, YC)<br />(Shim, KS)<br />(Kwon, SD)<br />(Hong, JK)<br />(Song, YC)<br />(Shim, KS)<br />
  17. 17. Blogs vs. Votes<br />Jeungpyeong-Jincheon-Geoisan-Eumsung district in North Chungcheong Province<br />N. of Votes<br />N. of Blogs<br />(Kyoung, DS)<br />(Chung, BG)<br />(Chung, WH)<br />(Park, KS)<br />(Lee, TH)<br />(Kim, KH)<br />(Kyoung, DS)<br />(Chung, BG)<br />(Chung, WH)<br />(Park, KS)<br />(Lee, TH)<br />(Kim, KH)<br />
  18. 18. Blogs vs. Votes<br />Yangsan district in South Gyungsang Province<br />N. of Votes<br />N. of Blogs<br />(Park, HT)<br />(Song, IB)<br />(Park, SH)<br />(Kim, SG)<br />(Kim, YS)<br />(Kim, YK)<br />(Kim, JM)<br />(Yoo, JM)<br />(Park, HT)<br />(Song, IB)<br />(Park, SH)<br />(Kim, SG)<br />(Kim, YS)<br />(Kim, YK)<br />(Kim, JM)<br />(Yoo, JM)<br />
  19. 19. Results<br />Correlation Analysis (N. of Blogs &N. of Votes)<br />Pearson r = .586, p &lt; .01 (N=29)<br />Spearman rho = .797, p &lt; .01 (N=29)<br />Simple Regression Analysis<br />N. of Votes =1,055.56+79.99(N. of Blogs)<br />R2 = .344 (F = 14.128, p &lt; .01)<br />ß=.586(t = 3.759, p &lt; .01)<br />
  20. 20. Summary<br />Overall, the number of blogs by candidates has a tendency to increase over time. <br />By districts, the candidate who has the largest blog postings won the election.<br />The results of correlation analyses (Pearson and Spearman) significantly indicate the positive relationship between blog postings and votes. <br />From the results of a simple regression analysis, the number of blogs by candidatescan be regarded as a significant determinant of the number of votes.<br />
  21. 21. Future Research<br />Consider the qualitative approaches for blog contents.<br />Develop a more sophisticated model for prediction and analysis, considering various variables (socio-demographic and off-line campaign activities). <br />Require advanced e-research tools for data collection and analysis of massive blogosphere. <br />
  22. 22. Implication<br />This study empirically investigated the effectiveness of political blog campaign, based on a case study of South Korea.<br />Real-time online monitoring can be applied for tracing and analyzing various socio-political issues. <br />This study suggests a possibility for predictive modeling related to blog marketing. <br />
  23. 23. Thank you for your attention.<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×