- 1. 2010 5 28 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
2.
- The use of a minihompy enables politicians to
- 1) maintain their online presence
- 2) makes more direct communication with citizens
- 3) facilitate new political campaign strategies which are
less
- constrained by journalistic interventions and legal
obligations
- 4) reach individuals who are less interested in politics
- 5) maintain close relationship with citizens
- 6) comment citizens political opinion, thoughts, and
feelings
3. First, few studies have examined the validity and scope of
political communication.Second, prior research has focused mainly
on the interpersonalcommunication (Thewall & Wilkinson,
2009).Third, most have been Korean-language publications (Jung,
2006;Kim & Cho, 2008; Kim, 2008; Lee & Ahn, 2009). 4.
- The goal of this paper is to analyze politicized network of
Korean politics on Cyworld.
- The comments posted on politicians minihompys are
investigated
- The sentiment included in visitor board are examined .
5. Literature ReviewNormalization 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.Kluvers (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. Mapping of public comments How we analyze a number of
comments? Semantic analysisof the actual posts and comments
Sentiment analysisto identify the emotion that may be gleaned from
such websites 7. 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. 8.
Data collection
- 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.
- 200comments from each politicians visitor board were randomly
selected
- Conducted textual analysis and sentiment analysis to
identify
- the meaning of the contents
9. A mixed analysis
- Semantic network analysis
-
- Quantitative content anlaysis
-
- Word frequencies using KrKwic
-
- CONCOR (convergence of iteration correlation)
-
- Visualization using Netdraw of Ucinet
- Qualitative content analysis
- Mining emotion of posters
10.
- Number of labels by category
- Positive: the post shows respect, support, or rapport with the
National Assembly Member. It may suggest policy issues with gentle
words or polite words.
- 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.
- 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.
11. - 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. - CONCOR of comments through a Tree Diagram 15. -
Subgroup Network of comments 16. Findings
- 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).
- In this context, people tend to consider their responsibility
for fellow members of society with collectivism identity on
politicians minihompys.
17. Findings
- The word denoting giggling ( ), laughing ( ) and the emoticon
(^^) which represents smiling were used often. These kind of short
onomatopoeic words are representative characteristics of Cyber
language in Korea.
18. Result of Sentiment Analysis Positive comments Negative
comments
19. - The result of sentiment analysis 20. 21. 22. 23.
Findings
- 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.
- 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.
24. 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). 25. Conclusion
- This study offers some preliminary implications regarding SNS
analysis on networked politics.
- A mixed content analysis that enables researchers to capture a
massive political communication based on user-generated
contents
- Sentimental classification of citizens comments locate public
emotions toward politics.
26. 2010 5 28 Se Jung Park [email_address] Steven Sams
[email_address] Yon Soo Lim [email_address] Sang Me Nam
[email_address] Han Woo Park [email_address]