Social media in the election during the COVID-19 pandemic in South Korea: Candidates' use of social media when offline gatherings are prohibited

ABSTRACT

Objective: This study investigated the utilization of social media during the 2020 South Korean general election, which took place during the COVID-19 pandemic, using the equalization versus normalization framework. Methods: This study estimated the associations between the characteristics of candidates and their respective constituencies and the use of various social media platforms by the candidates. Results: Dominant political actors were more active social media users, supporting the normalization hypothesis. However, when considering the candidates' chances of winning the election, social media's normalizing effect was weakened. Conclusion: This study provides new insights into the equalization versus normalization debate by analyzing social media use in a context where offline campaigning was restricted. © 2023 by the Southwestern Social Science Association.