Analysis of the Media Engagement Attributes of Voters Gauge used in Political Campaign - Focusing on the Korean Parliamentary and Presidential Elections

摘要

This study carried out a survey targeting sample of 609 audience panel voters of 15 regions including Seoul during the campaign period of Korean Presidential election on December 19, 2012. The survey methods are telephone questioning and specialists FGI. And the analysis methods are frequency analysis, factor analysis and regression analysis. The research project is to analyze correlation and difference in the engagement factors such as interest, immersion, correlation, satisfaction and participation in order to analyze the most contacted media and the inclination of the voters. The result shows that the voters watched the debates of the candidates most and political news next. The frequency of “no use” was the highest and the cacao story was used most among the telecommunication methods. The most contacted media is TV broadcasting and the placard next. TV is the most reliable among the mass media. And it was analyzed that the engagement factors have no correlation each other. There is no difference in interaction of the type of media with political involvement, gender, age, region, job and income but there is difference in correlation and satisfaction according to the education level.