[Political X-File] The 'Cheat Key' to Winning Party Primaries, Just Wearing His Name

(47)Decisive Factor in Selecting National Assembly Candidates
Influential Politicians' 'Name Marketing' Swaying Party Sentiment
22nd General Election, Whose Name Should Be Used to Win the Primary?

Editor's Note‘Political X-File’ is a serialized project that delivers ‘unprecedented stories’ recorded in the election results and incidents of Korean politics.

With the 22nd general election scheduled for April 10 next year, major political parties are filled with tension. It is the gateway to having one's name appear on the candidate posters that voters will see on election billboards on the streets. The heat of the intra-party candidate primaries is rising.

The official candidate registration by the National Election Commission begins on March 21 next year. However, the candidate nominations of major parties are practically decided in January or February. If a candidate fails to pass the primary, dreaming of winning the general election is impossible. Running as an independent is an option only if one does not participate in the primary.

Those aspiring to become members of the National Assembly from ruling and opposition parties such as the People Power Party or the Democratic Party of Korea have their greatest concern this winter: securing their party’s nomination. So, what kind of candidate will pass the intra-party primary? Will a candidate receive plus points if they have excellent qualifications, proven policy execution ability, and moral integrity?

Photo by Dongju Yoon doso7@

Theoretically, yes, but reality is somewhat different. No matter how outstanding one’s abilities are, standing before a huge wind, one is just a reed swaying. Not only in the general election but also in the intra-party primary, there exists a so-called ‘cheat key’ that determines the outcome. This is a variable unrelated to the candidate’s personal ability.

There is a way to magically gain an advantage in the intra-party primary just by attaching a certain name. It is a method of utilizing the halo effect of a prominent politician who influences the party’s support in the general election. Voters do not know or even try to know the backgrounds of the many politicians preparing to run in the general election.

Politicians try to highlight their strengths within limited conditions. The most widely used method is to emphasize connections or friendships with ○○○ politicians. The figures who have proven definite effects through so-called ‘naming marketing’ in major elections are former Presidents Roh Moo-hyun and Park Geun-hye.

Candidates reveal their positions in opinion polls for intra-party primaries. They may include current or former positions. The results of the opinion poll primaries can vary depending on how they describe themselves.

Photo by Hyunmin Kim kimhyun81@

In parties affiliated with the Democratic Party of Korea, the effect of Roh Moo-hyun marketing was significant. If one held an official position such as secretary or administrative officer in the presidential office during the participatory government era under President Roh Moo-hyun, the effect was perfect. If there was no such public office record, holding a position in the Roh Moo-hyun Foundation also had an effect.

For example, if a candidate with a position related to former President Kim Dae-jung faces a candidate with a position related to former President Roh Moo-hyun in an intra-party primary, the candidate emphasizing the position related to Roh Moo-hyun would win with a high probability.

Currently, on the People Power Party side, the Park Geun-hye marketing effect has been strong. During the general election process, debates even arose over who was truly pro-Park. Candidates from the Yeongnam region, a conservative party stronghold, each emphasized their connections with former President Park Geun-hye in their self-introductions to attract voters’ support.

The fact that a specific politician’s name exerts influence during the general election primary phase shows their political influence at the time. The effect can continue even if the politician is not actively serving.

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The more effective naming marketing becomes, the greater the dilemma for parties preparing for elections. Restrictions are sometimes placed to prevent candidates from using connections with specific individuals in their introductions. This is a measure to prevent the party’s support from being swayed in the intra-party primary based on the association with a prominent politician. For candidates whose top priority is securing nomination, the temptation of naming marketing is hard to resist. That is why they try to utilize it as much as possible within the allowed scope.

So, whose naming marketing will be effective in the 22nd general election next April? Will candidates emphasizing connections with President Yoon Suk-yeol gain an advantage in the intra-party primary within the ruling party?

Or will candidates emphasizing connections with former Presidents Park Geun-hye or Lee Myung-bak have the upper hand? How will candidates connected with current and former party leaders such as People Power Party leader Kim Gi-hyeon and former leader Lee Jun-seok fare in the intra-party primary?

In the opposition, will candidates emphasizing connections with former Presidents Roh Moo-hyun or Moon Jae-in see effects in the 22nd general election? Or will candidates emphasizing connections with former President Kim Dae-jung have an advantage?

Among leaders Lee Jae-myung and Lee Nak-yeon, which candidate emphasizing connections with either will enjoy the halo effect in the general election?

By paying close attention to which politicians are most frequently mentioned by ruling and opposition candidates when introducing their positions, one can discern which side holds the prevailing party sentiment.