earticle

영어

Compared to previous general elections in Korea, the influence usage of SNS (Social Network Service) such as Twitter, Facebook and YouTube has further increased in the general election campaign of 2012. This Study focused to compare the roles of broadcasting and SNS activities of the politicians. Broadcasting plays important roles in official campaign communication between electoral candidates and voters. These roles are performed by news and debates. Now SNS is regarded as promising inofficial campaign media because of convenient, fast, and interacting characters. However, broadcasting and SNS will enter into three relations in changing campaign environment. First, they will establish competitive relations in which media giving voter more efficient and correct election information. Second, they will build substitution relation in which the one media replace the other media, if each media fails to satisfy voters' information needs. Third and lastly, complimentary relations between two media are possible when they cooperate, check and balance in their communicating with voters. In short, it's desirable for voters to make the best use of two media in campaign communication.

한국어

끝으로 유권자의 입장에서 방송과 SNS라는 두 미디어를 통해 가장 효율적인 정보를 획득하기 위해서는 일반적 선거 뉴스의 경우 방송과 SNS의 경쟁관계를 통해 후보자와 정책에 관한 다양한 선거 정보를 확보하고, 두 미디어가 개최하는 후보자간 공식적 및 비공식적 토론회를 통해 후보자의 인품과 능력, 정책을 비교하고, 각 미디어의 잘못된 보도를 상호 비판하고, 견제함으로써 균형있는 선거 정보를 확보하는 것이 바람직하다.