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Tracking web visibility of Korean politicians:,[object Object],How and why congressional members appear on the web?,[object Object],Yon Soo Lim,Han Woo Park,&Ting Wang ,[object Object],WCU WebometricsInstitutute,[object Object],Yeungnam University,[object Object],E-mail: yonsoolim@gmail.com,[object Object]
Introduction,[object Object],Internet as social media:,[object Object],Interactive communication,[object Object],Expansion of social networks,[object Object],Diffusion and sharing of information,[object Object],Online political campaigning is expected to promote close relationship between politicians and citizen. ,[object Object],Draw citizen’s attention to politicians or political events.,[object Object],Mobilize citizen’s support and political engagement.,[object Object]
Introduction,[object Object],Previousstudies on Internet politics have tried to identify the effectiveness of online campaigning.,[object Object],However, most studies have overlooked the existing political aspect of Internet media itself.  ,[object Object],Specifically, it is unclear who is currently the center of public attention on the web, and why the political actor is the dominant position on the web. ,[object Object]
Research Objective,[object Object],This study aims to identify the existing aspect of Korean political webosphere by tracking who is the most visible politicians on the web and investigating why the politicians is more visible than others. ,[object Object],Specifically, it focused on the web visibility of the 18th National Assembly members in South Korea and their socio-demographic attributes.     ,[object Object]
Web Visibility,[object Object],Web visibility,[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],The limitations of previous web visibility research ,[object Object],Focus on academic or business contexts rather than politics.,[object Object],Lack of the studies on the relationship between web visibility and inherent attributes from offline world.,[object Object],Lack of the studies on non-English based webosphere.,[object Object]
Theoretical argument,[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],This study argues that the political effect of the Internet cannot be easily classified into one of the two models. Therefore, it does not take any particular position.,[object Object]
Research Questions,[object Object],Who are the most visible congressional members on Korean webosphere?,[object Object],Are web visibilities of individual congressional members are different by their socio-demographic attributes?,[object Object]
Method,[object Object],Data,[object Object],Subject:,[object Object],18th Korean National Assembly members elected in April 2008.,[object Object],285 of 292 members were examined.,[object Object],7 members with irrelevant data were excluded. ,[object Object],Politicians’ attribute data,[object Object],Demographic attributes: gender & age,[object Object],Political attributes:  parliament term, constituency, & 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]
Method,[object Object],Data gathering for measuring web visibility,[object Object],A popular Korean-language based search engine, Naver.com ,[object Object],WeboNaver,  an API-based program by WWI,[object Object],Search query:,[object Object],The name of the politicians+“의원:National Assembly member”,[object Object],Collected across different web platforms including blog, image, news, and website. ,[object Object],Search date:Dec. 30, 2009,[object Object]
Analysis,[object Object],Descriptive statistics,[object Object],Identify the rank order of politicians’ web visibility,[object Object],Correlation analysis (Pearson & Spearman),[object Object],Identify the relationships among the four types of web visibility indices (blog, news, image, & website),[object Object],Median test, Kruskal-Wallis test, & Mann-Whitney U test,[object Object],Identify the relationships between politicians’ attributes and the levels of web visibility,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object],Factor analysis for web visibility indices,[object Object],Correlations among four indices: greater than .50 (p < .01),[object Object],Kaiser-Meyer-Olkin (.85),[object Object],Bartlett’s test (χ2 = 1665.84, df = 6, p < .01) ,[object Object],One factor: 90.73% of the variance,[object Object],Factor score coefficients: ,[object Object],blog .27; image .25; news .27; web site .26,[object Object],With these factor weights, web visibility of each politician was calculated (M = 22,969.17; SD = 32,065.53). ,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object]
Results,[object Object]
Discussion,[object Object],This study measured the web visibility of South Korean National Assembly members using an API-based Naver search tool. ,[object Object],Also, it systematically examined the relationships between the levels of the web visibility and the socio-demographic attributes of the congressional members.,[object Object]
Discussion,[object Object],RQ1. Who are the most visible congressional members in the Korean webosphere?,[object Object],The top 10 members are very popular politicians in Korea.,[object Object],Geun-hye Park: 1) the chairperson of the Grand National Party from 2004 to 2006, 2)the fourth consecutive term, 3) a recent public opinion poll conducted by Korean Herald Business newspaper reported that Geun-hye Park is the most influential politician in South Korea (Shin, 2009, October 5). ,[object Object],The bottom 10 members have relatively lower popularity.,[object Object],Newly elected members, proportional representation, elected from sparsely populated region. ,[object Object]
Discussion,[object Object],RQ2.  Are web visibilities of individual congressional members are different by their socio-demographic attributes? ,[object Object],Demographic attributes, such as gender and age, are not significantly associated with the levels of the web visibility.,[object Object],However, political attributes, such as parliament term, constituency, and party affiliation, were significantly related. ,[object Object],Term: 3rd term and more > 2nd term > 1st term,[object Object],Constituency:  provincial regions = national capital regions > proportional representation ,[object Object],Opposition party members > ruling party members,[object Object]
Discussion,[object Object],Normalization vs. Equalization,[object Object],Normalization perspective,[object Object],The most visible politicians in the Korean webosphere have a highly qualified political career and eminence. ,[object Object],Their levels of the web visibility seem to reflect their offline power. ,[object Object],Equalization perspective,[object Object],The web visibility ranks of the ruling party members who are an absolute majority in the National Assembly were significantly lower than those of the opposition party members.,[object Object],The results seem to indicate the equalization effect that the Internet will play a major role in changing traditional political hierarchy.,[object Object]
Discussion,[object Object],However, the difference of the web visibility levels between the ruling party members and the opposition party members can be caused from a political career factor. ,[object Object],Thus, the difference in the party affiliation can be based on the offline power structure of individual politicians. At this point, the normalization approach may be better than the equalization approach to explain the party difference. ,[object Object]
Discussion,[object Object],Overall, these findings suggest that the politicians who have political power and influence, based on their political career, in the offline world are more visible on the web. ,[object Object],It is likely that the traditional power structure is transferred to the online world. ,[object Object],While this study demonstrates a limitation of the equalization effect that the Internet will reform the offline hierarchical structure of individual politicians, it supports the normalization argument that the Internet is a replication of the real world.  ,[object Object]
Limitations and Future Studies,[object Object],Future studies should consider more comprehensive variables that can indicate the politicians’ inherent advantages in the offline world. (e.g. politician’s activities or their financial donations),[object Object],Future studies should provide a more detailed understanding of web visibility by considering the change over time.,[object Object],Future studies should develop a mixed approach between qualitative and quantitative on the web visibility measure.,[object Object]
Implication & Conclusion,[object Object],This study as a case study of South Korea identified a significant relationship between web visibility and politicians’ inherent attributes. ,[object Object],The findings suggests that Korean webosphere is more likely to reflect and reproduce existing political power structure of individual politicians. ,[object Object],Also, this study provides us with ubiquitous presence in digitalized society. ,[object Object]
Thank you for your attention.,[object Object]

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Tracking web visibility of Korean politicians

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