Whom to Target: Changing Nature of Political Parties’ Platforms in South Korea

• In Event: Group-Specific Appeals in Party Campaigns

Abstract

In representative democracies, political parties are vital, acting as intermediaries that articulate voter demands and develop policies aligned with the electorate's political leanings. Yet, growing skepticism questions their effectiveness amid concerns that they echo and amplify extreme ideologies, diminishing their appeal. This study investigates the adaptability of political parties to public preferences, their ideological adjustments, and the variability of their responsiveness across different voter groups. Focusing on the National Assembly election manifestos in South Korea from 1992 to 2016, the research uncovers a marked shift toward liberal ideologies across the political spectrum, challenging established views of party rigidity. It further identifies a trend where parties demonstrate heightened responsiveness to ideologically consistent and politically active voters, indicating a discerning and tactical form of engagement. These insights reveal the intricate motivations that govern party conduct, emphasizing their critical function within democratic structures. In an era marked by intensifying partisan polarization, this study provides nuanced understanding of political party dynamics, shedding light on their enduring importance in upholding the principles of representative governance.

Authors

• Yeaji Kim, California State University, Dominguez Hills

• John Seungmin Kuk, Michigan State University