네거티브 정치캠페인의 성공과 실패: 연구흐름의 정리 및 케이스 비교 분석 = Evaluation of Success and Failure in Negative Political Campaign: Comparative Case Study with Two Korean Presidential Elections

다국어 초록 (Multilingual Abstract)

This paper analyzes a variety of perspectives and theoretical debates over negative political campaigns or so-called negative political advertising. It attempts comprehensive understanding over the functions, roles and effects of negative political campaigns, and discusses the possibility of their potential, positive contributions in overall political institutions and elective systems. Moreover, based on two cases, namely, negative political campaigns against presidential candidate Lee Hoi-Chang in 1997 Korean presidential election, and those against presidential candidate Lee Myung-bak in 2007 election, this paper pursues empirical analysis on the effects of the negative political campaigns. The case study will provide opportunity to fully understand regarding under which factors the negative political campaigns would influence on the actual elections in positive way. In conclusion, this paper provides further implications on how the negative political campaigns could serve as driving force for desirable competition in democracy, not as an accelerator to excessive, exhausting political strife.

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