1) The document analyzes political communication on Cyworld, a Korean social networking site. It examines comments posted on politicians' profiles to understand public sentiment. 2) A mixed analysis of word frequencies, networks, and sentiment classification found terms representing collectivism and positive/negative emotions. 3) Ruling party politicians received more negative comments, suggesting social media impacts governing officials. Analyzing user comments provides insight into political landscapes.

1. 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

3. 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).

5. 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.

6. 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

7. 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.

11. 사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 Findings

12. South Koreans fearing 'mad cow disease' fight US beef imports in May and June 2008

13. Word-Network map of Top 10 politicians

14. 사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 CONCOR of comments through a Tree Diagram

15. 사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 Subgroup Network of comments

19. 사이버 공간의 한국 - 중국 콘텐츠의 유형과 관계망 The result of sentiment analysis

20. 싸이월드에서의 네트워크 정치참여

21. 싸이월드에서의 네트워크 정치참여

24. 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).

26. 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]