How do congressional members appear on the web? Tracking the web visibility of South Korean politicians

Abstract

The web visibility of politicians has substantial implications for the internet and politics. In this regard, the present paper examines the web visibility of South Korea's 18th National Assembly members. This study identifies those members with the highest web visibility and determines the factors affecting their web visibility by using a set of socio-demographic variables indicating web visibility. The concept of web visibility is operationally defined as the number of web mentions of each congressional member. Web mentions of the name of each congressional member were collected across many platforms, including blogs, images, news, and websites, by using a Naver search tool based on the API, and relationships between the web visibility of the members and their socio-demographic attributes (their gender, age, term, constituency, and party affiliation) were analyzed using Kruskal-Wallis, Median, and Mann-Whitney U tests. The most visible politicians in the Korean webosphere had highly qualified political careers and prominence, and the difference in politicians' web visibility depended on their political attributes (their term, constituency, and party), not on their demographic attributes (their gender and age). These findings suggest that politicians who build political power and influence through their political career in the offline world are likely to be more visible in the webosphere. Further, an integrated indicator based on politicians' web visibility status can reflect their "ubiquitous presence" in Korea's digitalized society. Crown Copyright (C) 2011 Published by Elsevier Inc. All rights reserved.