How User-Generated Content (UGC) Campaign Changes Electoral Politics?

This research analyzes the influence of the user-generated content(UGC) campaigns that were e이dent in Korea s 1 presi dential election based on the following four points. Firs!, it probes inio whether the proliferation of the UGC campaigns has brought about the voluntary participation of vo!ers. Second, it analyzes the possibi1ity of proliferation of native election campaigns caused by the UGC campaigns. Third, it examines whether the UGC campaigns fosier image-based election cam paigns. Fourth, it analyzes the influence of the election laws on the UGC campaigns. The out∞me of the UGC campaigns can be summarized as follows. First, the UGC campaigns failed to acrueve an election campaign based on voter participation in the seventeenth pres벼ential election. se∞ nd， the research concem related to negative cnpaign activities of the conventional media elections was not proven. Third, the UGC campaigns failed play a promînent role în promoting a poli .based election. FînIy, the stagnation of the UGC campaigns can be attributed to an excessive regulation of Intemet campaign activities