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Identifying Web Visibility Issues on Political Innovation System,[object Object],A Case Study of South Korea’s National Assembly Members,[object Object],Yon Soo Lim&Han Woo Park ,[object Object],WCU WebometricsInstitutute,[object Object],Yeungnam University,[object Object],hanpark@ynu.ac.kr,[object Object]
Introduction,[object Object],Network society describes the aspects of modern society as an interrelated social structure that is derived from the mediatized communication relationships specifically via the Internet. ,[object Object]
Introduction,[object Object],Webometricsis broadly defined as the study of web-based content (e.g., text, images, audio-visual objects, and hyperlinks) with primarily quantitative indicators for social science research goals and visualization techniques derived from information science and social network analysis.,[object Object]
Introduction,[object Object],Although current political communication studies examine the social influence of the Internet on politics, majority ignores structural (networked) properties.  ,[object Object],This study examines the structural relationships between online and offline political power on the basis of network characteristics. ,[object Object]
Political role of the Internet,[object Object],Normalization perspective:  ,[object Object],Internet may reflect the traditional power structure among individual politicians. ,[object Object],Equalization (Innovation) perspective: ,[object Object],Internet may reform the offline hierarchical structure of individual politicians.,[object Object]
Web Visibility,[object Object],Web visibility as an indicator of online political power,[object Object],Presence or appearance of actors or issues being discussed by the public (Internet users) on the web. ,[object Object],Tracking web visibility is powerful way to get an insight into public reactions to actors or issues. ,[object Object],Recent studies indicates the positive relationships between politicians’ web visibility level and election. ,[object Object],Also, the co-occurrence web visibility between two politicians represents their hidden online political relationships based on the public perception.  ,[object Object]
Political Finance,[object Object],The power of money,[object Object],Traditionally, the level of political finance has been regarded as a crucial indicator of political power.  ,[object Object],Public support,[object Object],Political activities (i.e. campaigning) resource,[object Object],Although the relationship between political finance and election is ambiguous, the money power is still considered an indicator of offline political power. ,[object Object]
Research Objective,[object Object],The purpose of this study is to investigate the structural relationship between the co-occurrence web visibility network of Korean National Assembly Members and the dyadic difference network of their political finance received from the public.,[object Object],It will  provide a comparison between online and offline political structures in South Korea as well as a theoretical argument on the political role of Internet. ,[object Object]
Method,[object Object],Data,[object Object],Subject:,[object Object],18th Korean National Assembly members elected in April 2008.,[object Object],278 members were examined (January 26, 2010). ,[object Object],Data,[object Object],2008 Political Finance data from Korean National Election Commission (http://www.nec.go.kr),[object Object],Demographic attributes: gender & age,[object Object],Political attributes:  consecutive incumbent, constituency,  committee, & party affiliation,[object Object],Gathered from National Assembly’s official site (http://www.assembly.go.kr) and the politicians’ homepages. ,[object Object]
Method,[object Object],Data gathering for web visibility (co-occurrence),[object Object],A popular Korean-language based search engines,[object Object],Naver.com & Daum.net,[object Object],API-based programs by WWI,[object Object],Search query:,[object Object],Politician A’s name ANDB’s name AND “의원 (National Assembly member)”,[object Object],Collected across different web platforms including blog, image, news, and website. ,[object Object],Search date:April 1, 2008 –December 31, 2009,[object Object]
Analysis,[object Object],Correlation &path analysis,[object Object],Identify the relationships among political finance, web centrality, (eigenvector) and vote,[object Object],Quadratic assignment procedure (QAP) correlation,[object Object],Identify the structural relationships between political finance and web co-occurrence,[object Object],Additionally, other dyadic difference networks based on politicians’ attributes (gender, age, consecutive incumbent, party affiliation, constituency, and committee) were considered,[object Object]
Results – Correlation & Path Analysis,[object Object],Correlation,[object Object],Spearman Correlation,[object Object],Political finance’s indirect effect = .076,[object Object],Note. * p<.05,  ** p<.01,[object Object],Note. ** p<.01,[object Object]
Results–Web Visibility (co-occurrence),[object Object]
Results – QAP Correlation,[object Object],Note. * p<.05,  ** p<.01,[object Object]
Findings,[object Object],Pearson correlation&path analysis:,[object Object],A positive direction, indicating that politicians with a central position of the web visibility network receive more financial donation than those with a peripheral position.,[object Object],Online power is significantly related to the number of votes, but offline power is not. ,[object Object],However, the indirect impact of political finance on election can be assumed. ,[object Object]
Findings,[object Object],QAP correlation,[object Object],A significant relationship between web visibility and political finance networks.,[object Object],The more the web visibility between politicians, the less the gap of their financial amount.,[object Object],Web visibility and political finance networks are significantly related to most socio-political attribute networks (except gender network). ,[object Object]
Discussion,[object Object],This study systematically examined the structural relationships between online (web visibility) and offline (political finance) political power networks. ,[object Object],The results reveals that online and offline power structures are significantly correlated to each other. ,[object Object],This study supports the normalization argument that the Internet is a replication of the real world rather than the equalization perspective that the Internet will reform the offline hierarchical structure of individual politicians.,[object Object]
Limitations and Future Studies,[object Object],Future studies should consider more comprehensive networks (e.g. public donation network, online supporters network, etc.). ,[object Object],Future studies should employ a longitudinal approach considering the network changes over time.,[object Object],Future studies should consider a mixed approach between qualitative and quantitative on the web visibility measure.,[object Object]
Thank you for your attention.,[object Object]

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9th triplehelix: Web visibility on political innovation system

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