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Abstract ▼ AI-Helper

This study conducted a nation-wide online survey to figure out how the candidates" images in the mass media such as newspapers, television and the internet have affected South Korean voters in the 17th general presidential election. To better analyze the relationship between the mass media and the v...

This study conducted a nation-wide online survey to figure out how the candidates" images in the mass media such as newspapers, television and the internet have affected South Korean voters in the 17th general presidential election. To better analyze the relationship between the mass media and the voting tendencies, three independent variables, demographics, media usages and the evaluation of candidates" images, and one dependent variable, voting behavior, were selected and analyzed. Results showed that media usages of voters had little impact on either likability of the candidates or voting behaviors while the voters" sense of the trustworthiness of the media coverage had a larger influence. Also, different media impacted each candidate"s image formulation differently, revealing that only a fraction of image-impacting variables swayed voting positively or negatively. Contrary to the existent research attesting to the influence of the television as a major image formulator, this research found no significant correlation between media coverage of the candidates" character traits and images and the resulting voting behaviors.

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