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This article analyzes the correlation between the use of new media and negative campaigns and examines the efficacy of negative campaigning through the Social Network Service (SNS) in the 18 th Korean presidential election based on surveys on voter perception. The primary purpose of this article is to assess how new media, especially SNS, has affected communications with voters and how campaigning through new media has influenced voters’ knowledge level, attitude, and voting behavior. Empirical data shows that the political tendencies of voters who use SNS are different from SNS non-users. However, upon analysis of all factors in combination, I conclude that SNS was not a decisive factor in voter participation in the 18 th presidential election in Korea. Nonetheless, it is indisputable that changes in information environment will continue to influence elections in the future. Negative campaigns will also remain a big part of elections in Korea.
