ScholarWorks@숙명여자대학교

초록

The purpose of this paper is to evaluate the PR activities of National Election Commission(NEC) in the 7th local election. The PR activities of NEC in the local election focus on communications for voters to increase their political interest and efficacy. NEC utilizes not only various media including Korea Election Broadcast and SNS, but also talk concerts and lectures to broaden the information channels about the local election. More than 50 percents of voters evaluate that they have heard of the PR activities of NEC. The most effective media of PR in the local election are posters and banners. The paper examines the impact of PR activities of NEC on the perception and attitude of voters. Empirical analysis shows that there is a strong correlation between the PR activities of NEC and political interest, knowledge, efficacy, and turnout. In particular, interesting finding is that the PR activities of NEC increase political interest, knowledge, and efficacy of voters.

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