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

(Schweitzer, 2008)

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

Sentiment analysis

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

^^ . !!

!!!!!!!!!!!

^^

!! !!^^

! !

. ^0^

.^^

^^ !

.

.. ..

XX ! !

..

! ??? !

X !

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]