How user-generated content (UGC) campaign changes electoral politics?

This research analyzes the influence of the user-generated content (UGC) campaigns that were evident in Korea's 17th presidential election based on the following four points. First, it probes into whether the proliferation of the UGC campaigns has brought about the voluntary participation of voters. Second, it analyzes the possibility of the proliferation of negative election campaigns caused by the UGC campaigns. Third, it examines whether the UGC campaigns foster image-based election campaigns. Fourth, it analyzes the influence of the election laws on the UGC campaigns. The outcome of the UGC campaigns can be summarized as follows. First, the UGC campaigns failed to achieve an election campaign based on voter participation in the seventeenth presidential election. Second, the research concern related to negative campaign activities of the conventional media elections was not proven. Third, the UGC campaigns failed to play a prominent role in promoting a policy-based election. Finally, the stagnation of the UGC campaigns can be attributed to an excessive regulation of Internet campaign activities.