Citation

A Cross-Cultural Comparison of Campaign Tweets in the 2012 U.S. and South Korean Presidential Elections

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Abstract:

In light of relaxed election laws and a prediction that political campaigns in South Korea might become more Americanized, this study compares the Twitter discourse of candidates in the 2012 U.S. and South Korean presidential elections. Through a content analysis of 4,531 tweets by four leading candidates in each country, the study examines message topics, including the issue/image dichotomy, engagement in negative campaigning, and use of individualistic and collective language. The U.S. feeds were more likely to be focused on issue-oriented topics whereas South Korean feeds focused more on campaign events. U.S. candidates were more likely to use tweets to build image than were South Korean candidates. Attack language was present in about 1 in 5 tweets overall, with the U.S. feeds more likely to use attack than South Korean feeds. Attacks were most common in issue-oriented tweets in both countries. Finally, U.S. feeds used more first- and second-person address than did the South Korean feeds, which used third-person messages more than three-fourths of the time. The analyses indicate clear differences but also show surprising similarities in the communication patterns from candidates in two democratic countries with very different campaign traditions, laws, and cultures. These findings lend some support to those predicting the Americanization of South Korean campaign discourse in the Twitterverse.

Most Common Document Word Stems:

campaign (159), tweet (135), south (115), u.s (104), korean (96), candid (89), use (85), countri (64), social (64), polit (61), twitter (61), feed (60), 2012 (58), elect (58), media (58), attack (57), korea (53), cultur (52), communic (48), compar (45), person (42),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744589_index.html
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MLA Citation:

Kim, Yeojin., McLemore, Dylan., Greer, Jennifer., Blankenship, Justin. and LEE, AH RAM. "A Cross-Cultural Comparison of Campaign Tweets in the 2012 U.S. and South Korean Presidential Elections" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744589_index.html>

APA Citation:

Kim, Y. , McLemore, D. , Greer, J. , Blankenship, J. and LEE, A. , 2014-08-06 "A Cross-Cultural Comparison of Campaign Tweets in the 2012 U.S. and South Korean Presidential Elections" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744589_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: In light of relaxed election laws and a prediction that political campaigns in South Korea might become more Americanized, this study compares the Twitter discourse of candidates in the 2012 U.S. and South Korean presidential elections. Through a content analysis of 4,531 tweets by four leading candidates in each country, the study examines message topics, including the issue/image dichotomy, engagement in negative campaigning, and use of individualistic and collective language. The U.S. feeds were more likely to be focused on issue-oriented topics whereas South Korean feeds focused more on campaign events. U.S. candidates were more likely to use tweets to build image than were South Korean candidates. Attack language was present in about 1 in 5 tweets overall, with the U.S. feeds more likely to use attack than South Korean feeds. Attacks were most common in issue-oriented tweets in both countries. Finally, U.S. feeds used more first- and second-person address than did the South Korean feeds, which used third-person messages more than three-fourths of the time. The analyses indicate clear differences but also show surprising similarities in the communication patterns from candidates in two democratic countries with very different campaign traditions, laws, and cultures. These findings lend some support to those predicting the Americanization of South Korean campaign discourse in the Twitterverse.


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