Understanding elections by the use of a mixed Webometric method: a case study of South Korea’s 2007 presidential election Han Woo Park YeungNam University, South Korea Yeon-Ok Lee Royal Holloway, University of London, UK AoIR annual conference 16-18 Oct 2008, Copenhagen Elections Online

Background A liberal underdog Roh Moo-Hyun won the 2002 presidential election by 2.3% of the votes. Ward, A. ‘Netizens’ wooed in S Korea poll. Financial Times , 17 Dec 2002. South Korea clicks for votes. CNN , 18 Dec 2002. York, G. In South Korea, it’s the mouse that roars. globeandmail.com , 30 Dec 2002. Watts, J. World’s first internet president logs on. The Guardian , 24 Feb 2003.

A liberal underdog Roh Moo-Hyun won the 2002 presidential election by 2.3% of the votes.

Ward, A. ‘Netizens’ wooed in S Korea poll. Financial Times , 17 Dec 2002.

South Korea clicks for votes. CNN , 18 Dec 2002.

York, G. In South Korea, it’s the mouse that roars. globeandmail.com , 30 Dec 2002.

Watts, J. World’s first internet president logs on. The Guardian , 24 Feb 2003.

Research Objectives To see whether a similar scenario would unfold in the 2007 election (and if not, why is that the case?) To ‘test out’ new research methods for exploring e-campaign practices

To see whether a similar scenario would unfold in the 2007 election (and if not, why is that the case?)

To ‘test out’ new research methods for exploring e-campaign practices

Theoretical Framework Equalisation or normalisation? Wider mobilisation or reinforcement? Typology of campaign Websites: informing, involving, connecting, mobilising (Kluver et al., 2007). The role of contextual factors in (the evolution of) e-campaigning.

Equalisation or normalisation?

Wider mobilisation or reinforcement?

Typology of campaign Websites: informing, involving, connecting, mobilising (Kluver et al., 2007).

The role of contextual factors in (the evolution of) e-campaigning.

Methodology Webometrics The respective sizes of the 20 official Websites of the candidates/parties. Frequency counts in search engine indexes Incoming links Web traffic Co-link analysis: LexiURL Qualitative complements

Webometrics

The respective sizes of the 20 official Websites of the candidates/parties.

Frequency counts in search engine indexes

Incoming links

Web traffic

Co-link analysis: LexiURL

Qualitative complements

Summary of findings Online attention also focused on major parties/candidates cf. Moon GH, Huh KY Frequency counts, Web traffic: the (conservative) GNP > the liberals Incoming links, size of the site: the liberals & labour candidates > the GNP

Online attention also focused on major parties/candidates

cf. Moon GH, Huh KY

Frequency counts, Web traffic:

the (conservative) GNP > the liberals

Incoming links, size of the site:

the liberals & labour candidates > the GNP

Frequency counts (party)

Frequency counts (candidate)

cf. Freq. counts (minor candidate)

Incoming links (party)

Incoming links (candidate)

Website traffic (Raw data from Internetmetrix.com )

Size of the site (party) (i.e. Number of Webpages including all subdomains)

Size of the site (candidate)

Summary of findings (2) Colink maps = indicative of the relative level of public awareness and the ideological orientation of candidates cf. Single incoming links = symbolic affiliation

Colink maps = indicative of the relative level of public awareness and the ideological orientation of candidates

cf. Single incoming links = symbolic affiliation

Colink network (29 Nov)

Colink network (2 Dec)

Colink network (5 Dec)

Colink network (8 Dec)

Colink network (11 Dec)

Colink network (14 Dec)

Colink network (17 Dec)

Conclusion No significant effect of online campaigning: the offline atmosphere reproduced in cyberspace No e-campaign innovations Contextual factors mattered The worsening economy Legal frameworks The ‘animosity’ towards the outgoing government Political disenchantment of the newly eligible

No significant effect of online campaigning: the offline atmosphere reproduced in cyberspace

No e-campaign innovations

Contextual factors mattered

The worsening economy

Legal frameworks

The ‘animosity’ towards the outgoing government

Political disenchantment of the newly eligible

Han Woo Park, PhD Assistant Professor Dept of Communication & Information YeungNam University, South Korea Email: hanpark@ynu.ac.kr http://www.hanpark.net Yeon-Ok Lee PhD Researcher New Political Communication Unit Dept of Politics & International Relations Royal Holloway, University of London Email: yenn.lee@rhul.ac.uk http://www.yawningtree.net * Many thanks to the members of the New Media & Society Lab at YeungNam University for their help during data collection.

Han Woo Park, PhD

Assistant Professor

Dept of Communication & Information

YeungNam University, South Korea

Email: hanpark@ynu.ac.kr

http://www.hanpark.net

Yeon-Ok Lee

PhD Researcher

New Political Communication Unit

Dept of Politics & International Relations

Royal Holloway, University of London

Email: yenn.lee@rhul.ac.uk

http://www.yawningtree.net

* Many thanks to the members of the New Media & Society Lab at YeungNam University for their help during data collection.

Thank You !