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Social media in the election during the COVID‐19 pandemic in South Korea: Candidates’ use of social media when offline gatherings are prohibited

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  • Cheonsoo Kim

Abstract

Objective : This study investigated the utilization of social media during the 2020 South Korean general election, which took place during the COVID‐19 pandemic, using the equalization versus normalization framework. Methods : This study estimated the associations between the characteristics of candidates and their respective constituencies and the use of various social media platforms by the candidates. Results : Dominant political actors were more active social media users, supporting the normalization hypothesis. However, when considering the candidates’ chances of winning the election, social media's normalizing effect was weakened. Conclusion : This study provides new insights into the equalization versus normalization debate by analyzing social media use in a context where offline campaigning was restricted.

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  • Cheonsoo Kim, 2023. "Social media in the election during the COVID‐19 pandemic in South Korea: Candidates’ use of social media when offline gatherings are prohibited," Social Science Quarterly, Southwestern Social Science Association, vol. 104(3), pages 214-229, May.
    • Handle: RePEc:bla:socsci:v:104:y:2023:i:3:p:214-229
    DOI: 10.1111/ssqu.13256
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    1. Anders Olof Larsson & Hallvard Moe, 2014. "Triumph of the Underdogs? Comparing Twitter Use by Political Actors During Two Norwegian Election Campaigns," SAGE Open, , vol. 4(4), pages 21582440145, December.
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