선거운동 방법으로서의 성명서에 관한 연구

Abstract

A manifesto as a method of election campaign is a means of delivering the image of parties or their candidates. Through the manifesto, they deliver their point of views about the candidate's opinion or choosing the party and public affairs. By using these media, the manifesto performs the highly political purpose of attempting to elect their candidates for office. A manifesto which is brought in election campaign can be used very skillfully through its characters of immediateness, accusation, countermeasure and elucidation, and in accordance with its matter, it has a destructive power that can change the whole election's atmosphere. The manifesto can make electors accept and support it's party or candidate and it can also divert the atmosphere that can block the support of rival candidates. Despite these facts, there are not many related literatures and papers about Jeju region's election and preceding research study about a manifesto as a method of election campaign is very rare to find. Also, there is no theoretical background that can replace election campaign or PR theory. For these reasons, this study is a result of the research into the manifesto which is announced in the Jeju region's election, based on its political circumstances and how many manifestos were announced from each parties and candidates. At the same time, I wanted to find out what types of manifesto, there were what is the subject of the manifesto and its issue of the election and record of the serial historical facts in the election of Jeju region as the era of revolution in the 21st century. These are the manifestoes which are the objectives of this study : 4.15, Election of the Assemblymen(2004), 6.5, Re-election of Jeju Provincial Governor(2004) and 5.31, Election of Jeju Provincial Governor(2006). Political circumstances of these three elections were very unprecedented. In the case of 4.15 Election of the Assemblymen, it was taken in an unexampled situation which called for the impeachment of the president in the history of our country's constitutional government. And 6.5, Re-election of Jeju Provincial Governor was held in an unheard of situation in the history of Jeju region's election where in-service governor was forfeited of his governorship because of his violation of the election law. 5.31,Election of Jeju Provincial Governor was carried out in assuming the establishment of Jeju Special Self-government that eliminated the basic self-government and integrated the whole of Jeju into a one local district. There are 535 cases of manifestos being announced in those three elections, and types of these manifestos mainly includes comments, statements, the press release and the press interviews. The main subjects of the manifestos are mainly about candidate's movement, political measures and public pledges, refuting the speech and manifesto of the rival candidate, and the candidate's social status and his attitude. The issues of the election on the manifesto are maintenance or abolition of an election district of Bukjeju, Woo Geun Min governor's changing his party register and impeachment of the president in the case of the 4.15 Election of the Assemblymen. In 6.5 Re-election of Jeju Provincial Governor, development of a new town in Bukjeju and military service of candidate Kim Tae Hwan were the issues of the election on the manifesto. In the 5.31 Election of Jeju Provincial Governor, the process of candidacy public nomination of Grand National Party and Uri Party and the suspicion of election intervention of the officer of the Jeju provincial office were the subjects of discussion. All this happened in the midst of the political rise of Kim Tae Hwan the Jeju provincial governor. In addition, propensity of the manifesto mostly includes negative images. It means that the manifesto spares an amount of a personal attack exposing even the rival's personal identity or his attitude, and its details are like an abuse and a malicious propaganda distorting the fact already proved in past elections. Futhermore, manifesto style attacks the opponents using vulgar words. That's why from the point of public view, it brings about losing their party and their candidate's image. That is to say, PR strategy as in political PR is not a positive strategy admitting the opponent and sound criticism but a negative strategy denying the opponent and criticizing him even though there is no special reason. According to this, this study has deduced the result that the manifesto as a method of election campaign has to convert to positive view from negative view which means the concept of mutual understanding. This study highlights that the manifesto has a function as a method of election campaign through analyzing the subject of the manifesto, and I can say that this study obtains excellent results about how to change the recent Jeju region's aspect of election and describe what is the issue on special election. However, this study has some limitations as follows. First of all, it has a limitation that it couldn't measure the positive or negative manifesto's frequency through word analysis which is the lower part of analyzing unit of manifesto. In the part of the election campaign, we can perceive that the tone and the point of the manifesto is changing according to the change of an approval rate of each candidates, but I couldn't make a quantitative system of measurement. Also, it has a weak point that it couldn't verify how a manifesto affects the candidate's result of an election in some special elections. So, I hope that future studies will overcome the limitations of this study, and a manifesto as a method of election campaign or as a means of political PR which will help the mutual understanding between a party or a candidate and the public, and as its result, that manifesto has a decisive role in the result of an election of a specific candidate.