19대 총선 후보자의 커뮤니케이션 전략: 사례분석

Abstract

이 연구는 19대 총선 후보자의 커뮤니케이션 전략 사례분석을 하기 위해 2012년 총선 직후, 선거에서 당선된 후보자 인터뷰를 실시하였다. 이를 근거로 커뮤니케이션 전략유형을 알아보고 이러한 전략이 효과적이었는가를 분석해서 그 유용성을 활용하는데 그 목적이 있다. 연구조사 방법으로는 2차자료 분석과 당선자 대상 인터뷰를 실시하였고, 다음과 같은 연구문제를 가지고 진행하였다.

첫째, 준비과정에 사용되는 커뮤니케이션 전략은 무엇인가? 둘째, 공천과정에 효과적인 커뮤니케이션 전략은 무엇인가? 셋째, 당선과정에 필요한 커뮤니케이션 전략은 무엇인가?

출마자의 태도분석을 위해 2012년 5월 16일 ~ 31일까지 16일간 당선자의 선거사무실을 주로 이용하여 인터뷰를 실시하였다. 인터뷰 대상표본은 격전지였던 수도권지역 여당 후보자로 한정하였고, 서울 6명, 경기 4명, 비례대표 1명 등, 총 11명의 당선자가 인터뷰에 응하였다. 2차자료 분석은 공직선거법과 공천• 선거• 선거운동• 선거전략• 선거캠페인• 정치커뮤니케이션• 정치캠페인• PR전략 관련 학위논문, 서적, 인터넷자료 등을 참조했다. 언론 보도기사는 19대 총선 다음날인 2012년 4월 12일 ~ 20일까지 9일간의 뉴스기사로 정하였고, 후보자와 정당의 전략관련 부분으로 한정하였다. 검색결과 분석대상으로 삼은 기사는 총 125개였다. 연구결과 후보자의 커뮤니케이션 전략은 크게 3단계로 분류할 수 있었다. 준비단계, 공천단계, 당선단계로 각 단계에 따라 수행되는 전략도 달라져야 했다. 선행이론은 외국의 모델로 한국의 현행선거법에 적용하는데 한계가 있었기에 한국의 실정에 맞는 전략이 필요했다. 첫째, 준비단계다. 정치지망생이 정치에 목표를 둔 시점부터 예비후보 등록 전까지를 말하며 커뮤니케이션 주요대상은 지역민이었다. 이 기간에 후보자는 확고한 목표를 가지고 계획과 실천을 통해 자신을 충전하고 경쟁력을 키워 준비된 매력 있는 후보가 되어야 한다. 현역의원은 재선을 위해 지지기반을 강화하고, 여론동향을 살펴보고, 미디어를 통해 자신의 이미지와 결부된 긍정적, 부정적인 상황을 점검하고, 유권자와의 지속적인 커뮤니케이션을 유지해야 한다. 둘째, 공천단계다. 예비후보등록 후부터 후보자 등록 전까지를 말하며 커뮤니케이션 주요대상은 정당지도부와 공심위였다. 정당의 공천을 받은 후보와 무소속후보는 차이가 컸다. 정당의 공천후보는 인지도, 지지도뿐 아니라 선거운동 과정에서도 많은 혜택을 누릴 수 있었다. 후보자가 정당의 공천을 받기 위해선 정당의 공천기준을 파악하고, 내부 경선에 대비하며, 지도부와의 네트워크를 구성해야 한다. 또한 경쟁력 높은 후보자임을 객관적으로 입증하는 자료를 준비해야 한다. 셋째, 당선단계다. 후보등록 후부터 선거일까지를 말하며 커뮤니케이션 주요대상은 유권자와 언론이었다. 짧은 선거기간에 모든 것을 다 할 수는 없으므로 체계적인 일정관리로 후보자가 가장 잘 할 수 장점을 부각시켜 집중적으로 주요타겟에 반복하는 캠페인이 효율적이었고, 언론대응이 중요했다. 인터뷰, TV토론, 방송연설 등에서 실수는 결정적인 타격을 불러올 수 있었으므로 사전에 철저한 준비와 연습이 필요했다.|This study interviewed elected people right after a general election in 2012 to analyze cases of communication strategies of candidates for a 19th general election. Based on the interviews, this study has a purpose that it researched the communication strategies were effective and utilized availability about that. This study progressed secondary data analysis and interviews with elected people, and it had been processed with research aims as following. First, what are communication strategies in preparation process? Second, what are effective communication strategies in nomination process? Third, what are communication strategies in election process? For analyzing attitudes of candidates, interviews were operated at election offices for 16 days from May 16, 2012 to May 31, 2012. This study chose the ruling party candidates as sample targets in metropolitan area where election was battlefield. 11 elected people who are 6 in Seoul, 4 in Gyeonggi, and 1 proportional representation responded the interview. It was used for secondary data analysis that public official election act, thesis on various contents such as nomination• election • election movement• election strategy• election campaign• political communication• political campaign• and PR strategy, books, and Internet data. This study selected just press articles for 9 days from April 12, 2012 a day after the 19th general election to April 20, 2012, and only chose some parts of strategies of the candidates and the party. This study chose 125 articles for analyzing objectives. As the results of researches, communication strategies of the candidates were roughly divided into three processes, which were preparation process, nomination process, and election process. Each process should set different strategies. Leading theory had limitation to apply current election law because it was a foreign model so that this study should need to prepare strategies for adopting conditions of Korea. First, in preparation process, it is from a point of thinking of starting for political aspirant to a point before registered candidate. Main communication objectives are residents around them. In this progress, candidates should become attractive runners by securing purposes, charging themselves with plans and practices, and raising their competitiveness. Members of assembly should be reinforcing their support basement for reelection, researching public opinion, and checking positive points and negative conditions of themselves through media. Also, they should recall the press their presence. Second, in nomination process, it is from a point after registered candidate to a point before candidate registration. Main communication objectives are leaders of political parties. There were huge differences between nominated candidate of parties and independent candidates. The party nomination could give a lot of advantages such as awareness, support, and process of election campaign. As the candidates could receive nomination of parties, they grasp nomination criteria of their party, prepare internal competition, and make network with leadership. Also, they should prepare objective data to certify their competitive capacity. Third, in election process, it is from a point after candidate registration to a point of the day of Election Day. Main communication objectives are the press. Since they have not do all about the election in short period of the election, it is effective to repeat intensively the best points for the candidates. Also it is important to deal with the press. Mistakes in interviews, TV discussion, and broadcast speech could drive critical damage. They should prepare and practice them thoroughly before.; This study interviewed elected people right after a general election in 2012 to analyze cases of communication strategies of candidates for a 19th general election. Based on the interviews, this study has a purpose that it researched the communication strategies were effective and utilized availability about that. This study progressed secondary data analysis and interviews with elected people, and it had been processed with research aims as following. First, what are communication strategies in preparation process? Second, what are effective communication strategies in nomination process? Third, what are communication strategies in election process? For analyzing attitudes of candidates, interviews were operated at election offices for 16 days from May 16, 2012 to May 31, 2012. This study chose the ruling party candidates as sample targets in metropolitan area where election was battlefield. 11 elected people who are 6 in Seoul, 4 in Gyeonggi, and 1 proportional representation responded the interview. It was used for secondary data analysis that public official election act, thesis on various contents such as nomination&#8226