사이버커뮤니케이션학회 2010 봄철 정기학술대회 5 월 28 일 Se Jung Park Ph.D. Student, Dept. of Media & Communication, Yeungnam University Steven Sams WCU Webometrics Institute Yon Soo Lim WCU Webometrics Institute Sang Me Nam WCU Webometrics Institute Han Woo Park Director, WCU Webometrics Institute
싸이월드에서의 네트워크 정치 참여 <ul><li>The use of a minihompy enables politicians to… </li></ul><ul><li>1) maintain their online presence </li></ul><ul><li>2) makes more direct communication with citizens </li></ul><ul><li>3) facilitate new political campaign strategies which are less </li></ul><ul><li>constrained by journalistic interventions and legal obligations </li></ul><ul><li>(Schweitzer, 2008) </li></ul><ul><li>4) reach individuals who are less interested in politics </li></ul><ul><li>5) maintain close relationship with citizens </li></ul><ul><li>6) comment citizens’ political opinion, thoughts, and feelings </li></ul>
싸이월드에서의 네트워크 정치 참여 First, few studies have examined the validity and scope of political communication. Second, prior research has focused mainly on the interpersonal communication (Thewall & Wilkinson, 2009). Third, most have been Korean-language publications (Jung, 2006; Kim & Cho, 2008; Kim, 2008; Lee & Ahn, 2009).
싸이월드에서의 네트워크 정치 참여 <ul><li>The goal of this paper is to analyze politicized network of Korean politics on Cyworld. </li></ul><ul><li>The comments posted on politicians’ minihompys are investigated </li></ul><ul><li>The sentiment included in visitor board are examined . </li></ul>
싸이월드에서의 네트워크 정치 참여 Literature Review Normalization Innovation Definition Real-world features of politics are transferred to the Internet. Online communication is affected by typical offline patterns in the form of reinforcement (Margolis & Resnick, 2000; Schweitzer, 2008) Bentivegna (2002) explained that the Internet leads to a fundamental change in the way politics is presented to the public. Existed study1 Lee, Lancendorfer, and Lee (2005) examined the agenda-setting effect between online and traditional media during the 2000 general election and found that online political discourse is considerably influenced the traditional media campaign. Kluver’s (2007) analysis of the political blogosphere in Singapore suggested that blogs have created new opportunities for political expression within the tightly controlled media ecosphere that exists in Singapore. Existed study2 According to the analysis of politicians’ blogs in Korea, politicians have adopted blogging technologies as a means of conveying their opinions to supporters and visualizing offline political relationships (Park and Kluver, 2009). Chang (2005) has suggested that the Internet provides a powerful alternative by challenging the existing conservative media.
싸이월드에서의 네트워크 정치 참여 Mapping of public comments How we analyze a number of comments? Semantic analysis of the actual posts and comments Sentiment analysis to identify the emotion that may be gleaned from such websites
싸이월드에서의 네트워크 정치 참여 Research Questions (1) What are the keywords frequently found in comments posted on politicians’ minihompys, and what do they imply? (2) Do citizens leave favorable or negative messages on politicians’ minihompys, and if so, why? To address these questions, a mixed content analysis approach was used.
Data collection <ul><li>All comments between 1 April 2008 and 14 June 2009 from the visitor boards of Korean MPs were extracted using java-based e-research tool. </li></ul><ul><li>200comments from each politician ’ s visitor board were </li></ul><ul><li>randomly selected </li></ul><ul><li>Conducted textual analysis and sentiment analysis to identify the meaning of the contents </li></ul>싸이월드에서의 네트워크 정치 참여
A mixed analysis <ul><li>Semantic network analysis </li></ul><ul><ul><li>Quantitative content anlaysis </li></ul></ul><ul><ul><li>Word frequencies using KrKwic </li></ul></ul><ul><ul><li>CONCOR (convergence of iteration correlation) </li></ul></ul><ul><ul><li>Visualization using Netdraw of Ucinet </li></ul></ul><ul><li>Sentiment analysis </li></ul><ul><li>Qualitative content analysis </li></ul><ul><li>Mining emotion of posters </li></ul>싸이월드에서의 네트워크 정치참여
<ul><li>Number of labels by category </li></ul><ul><li>Positive : the post shows respect, support, or rapport with the National Assembly Member. It may suggest policy issues with gentle words or polite words. </li></ul><ul><li>Negative : the post is hostile, adversarial, or rapport with the National Assembly Member. It may be trying to slander the National Assembly Member, or includes curse words. </li></ul><ul><li>Irrelevant : the post has nothing to do with the National Assembly Member or his or her policy issues. It is a general comment on politics, or may be SPAM. </li></ul>
사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 CONCOR of comments through a Tree Diagram
사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 Subgroup Network of comments
Findings <ul><li>“ the people”, “person”, “we”, “country” and “South Korea” occurred frequently in the comments given to politicians. The results are shown in the Figure 3. These group-oriented terms representing Korean collectivism culture is consistent with cultural dimension of Hofstede (1991). </li></ul><ul><li>In this context, people tend to consider their responsibility for fellow members of society with collectivism identity on politicians’ minihompys. </li></ul>싸이월드에서의 네트워크 정치참여
Findings <ul><li>The word denoting giggling ( ㅋ ), laughing ( ㅎ ) and the emoticon (^^) which represents smiling were used often. These kind of short onomatopoeic words are representative characteristics of Cyber language in Korea. </li></ul>싸이월드에서의 네트워크 정치참여
Findings <ul><li>Members of the ruling party received more negative comments than those in the opposition party and this may have implications for governing officials when considering a presence on social community sites, such as Cyworld. </li></ul><ul><li>Following the sentimental analysis, the collective sentiments present in Cyworld were discovered. The word map of political comments was used to provide an overview of the political landscape at a glance and this combined approach may provide a means to access user generated-feedback effectively. </li></ul>싸이월드에서의 네트워크 정치참여
싸이월드에서의 네트워크 정치참여 Conclusion This study found a significant relationship among gender, comment type, and Cyworld activity. First of all, sentimental comment type is significantly associated with Cyworld users’ gender type. Specifically, female users contribute more positive comments than male users. This finding supports previous literature that women are more likely to engage in positive emotions in socially supportive contexts (Hoffman, 2008; Thelwall, Wikinson, & Uppal, 2009).
Conclusion <ul><li>This study offers some preliminary implications regarding SNS analysis on networked politics. </li></ul><ul><li>A mixed content analysis that enables researchers to capture a massive political communication based on user-generated contents </li></ul><ul><li>Sentimental classification of citizens’ comments locate public emotions toward politics. </li></ul>싸이월드에서의 네트워크 정치참여
사이버커뮤니케이션학회 2010 봄철 정기학술대회 5 월 28 일 Se Jung Park [email_address] Steven Sams [email_address] Yon Soo Lim [email_address] Sang Me Nam [email_address] Han Woo Park [email_address]
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