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

Cheonsoo Kim

Social Science Quarterly, 2023, vol. 104, issue 3, 214-229

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.

Date: 2023
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