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A Study on Voters' Contact Channel with Candidates: Comparative Analysis of Traditional and Online Contact Channel

  • Studies in Humanities and Social Sciences
  • Abbr :
  • 2018, (59), pp.93-118
  • DOI : 10.17939/hushss.2018..59.006
  • Publisher : Institute of Humanities and Social Sciences
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : March 20, 2018
  • Accepted : May 18, 2018
  • Published : May 31, 2018

Kim, Hak-Ryang 1

1국민대학교

Accredited

ABSTRACT

This study analyzes the causal relationship between the political orientation, age group, gender, residence, and level of education as independent variables and voters' candidate contact channel as the dependent variable. For this study, a telephone survey of Korean adults was conducted. The total sample of the survey is 1,000 which was proportionally extracted by gender, age, and region. The statistical analysis methods to verify research problems are the logistic regression analysis and the cross-tabulations. The results show that 57.8% of the Korean voters contacted with candidates through the traditional contact channel including candidate's promotional materials, home or cellular phone call, and street speech/meeting, while only 25.6% did the online contact channel including email/Facebook/Twitter and mobile text/Kakaotalk. 20s, sex, high school graduates and urban/rural complex dwellers have a significant causal relationship with voters' candidate contact channel. Voters in 20s are about 2 times more likely than those over 30s in the use of the online channel. Male voters are 1.42 times more likely than female voters in the use of the traditional channel. High school graduates are about 2.42 times more likely than college graduates in the use of the traditional channel. Urban/rural complex dwellers are about 2.94 times more likely than other area dwellers in the use of the traditional channel. There is no statistically significant relationship between voter’s political orientation and voters' candidate contact channel.

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