"Criminal" Hit 457 Times by Han Dong-hoon... Lee Jae-myung Mentioned "Power" 471 Times

Analysis of 'Campaign Keywords' Over Fifteen Days...
South Korea Targets 'Crime Frame' Instead of Student Activist Resignation
Lee Focuses on Judgment Theory... No Mention of Han Dong-hoon

Han Dong-hoon, the Emergency Response Committee Chairman of the People Power Party, directly targeted opposition candidates with a 'crime frame,' while Lee Jae-myung, the leader of the Democratic Party of Korea, focused on emphasizing the 'regime judgment theory.'

On the 8th, Asia Economy analyzed the statements of party leaders over the past two weeks. The analysis was based on official statements provided by each party from the start of candidate registration on the 21st of last month until the day before early voting on the 4th of this month. The results showed that Chairman Han frequently mentioned terms such as criminal (457 times), Cho Kuk (421 times), and Lee Jae-myung (408 times), concentrating his attacks on the opposition. Notably, he mentioned Cho Kuk, the leader of the Cho Kuk Innovation Party, more often than Lee Jae-myung. On the other hand, Lee frequently used words like power (471 times), economy (324 times), and owner (272 times), continuing his strategy of emphasizing the judgment theory.

Han Dong-hoon Directly Targets 'Crime,' Stronger 'Judgment Theory' Than Lee

The word Han Dong-hoon mentioned most over the fifteen days was politics (934 times). He also frequently used keywords such as reform (256 times), livelihood (148 times), and Yeouido (68 times). This is interpreted as his intention to break the opposition-led politics centered on a massive number of seats. When announcing his pledge to relocate the National Assembly to Sejong on the 27th of last month, he stated, "Since joining the party, I have thought that Yeouido politics must be reformed in this way," and promised "the complete relocation of the Yeouido National Assembly as a symbolic completion of political reform." The word 'vote' was mentioned 461 times, with 148 mentions on the 4th alone, the day before early voting. This was to encourage consolidation of the conservative camp amid concerns that conservative-leaning voters might not turn out to vote.

Handonghun, Emergency Response Committee Chairman and General Election Committee Chairman, is campaigning on the 5th at Mokdong Kkaebi Market in Yangcheon-gu, Seoul, to support candidate Gu Jaryong of Yangcheon-gu Gap. Photo by Kim Hyunmin kimhyun81@

Chairman Han generally focused more on 'negative' attacks targeting the opposition rather than policies. He mentioned Cho Kuk and Lee Jae-myung 421 and 408 times respectively. He mentioned pledges only 68 times. President Yoon Suk-yeol was mentioned 4 times, highlighting the confrontation between himself and the opposition.

Notably, he said 'judgment' 145 times, which is more than the 131 times mentioned by Lee, who leads with the judgment theory. The basis of Han's opposition judgment theory is crime. He emphasized the opposition's crime frame by mentioning the word 'criminal' 457 times to encourage voting. During a campaign in Seoul on the 19th of last month, he stressed, "This election will decide whether South Korea becomes a just country or a nation ruled by criminals." Specifically, he focused on highlighting controversies or criminal allegations of opposition candidates by mentioning Democratic Party candidate Kim Jun-hyuk from Suwon City, Gyeonggi Province 106 times, Democratic Party candidate Yang Moon-seok from Ansan City Gap, Gyeonggi Province 138 times, and Park Eun-jung, proportional representative candidate of the Cho Kuk Innovation Party, 52 times.

The 'retirement of the activist faction' theory, previously promoted by conservative parties, has disappeared. The words 'activist faction' and 'pro-North' were mentioned only twice each. Even then, these terms were used not to criticize the activist faction but as grounds to criticize Lee and Cho Kuk. At the opening ceremony of the election office of candidate Jang Dong-hyuk in Boryeong City and Seocheon County, Chungnam Province on the 22nd of last month, he claimed, "Only the descendants of the pro-North Unified Progressive Party might think of extremism, but the Cho Kuk Innovation Party is equally extremist."

'Power' Criticized by Lee Jae-myung: "The Country Has Collapsed in Two Years"

Lee Jae-myung, leader of the Democratic Party of Korea, is holding green onions and speaking at the Tojigeumgo Market in Michuhol-gu, Incheon, on the 20th. Photo by Hyunmin Kim kimhyun81@

The word Lee Jae-myung mentioned most frequently was power (471 times). Keywords such as owner (272 times), sovereignty (193 times), and judgment (131 times) followed. This reflects his strategy of putting the 'regime judgment theory' at the forefront of the general election strategy. At a campaign event in Seodaemun-gu, Seoul on the 26th of last month, Lee shouted, "They have almost ruined the country in less than two years with administrative power alone. If they seize legislative power in the National Assembly to amend laws, block reform legislation, and prevent government oversight, just thinking about what will happen to this country is terrifying."

This judgment theory tended to expand into an 'economic mismanagement theory.' When visiting markets, he frequently mentioned keywords such as economy (324 times), livelihood (92 times), and prices (75 times). He attacked the government by highlighting the difficulties faced by ordinary citizens with grocery prices and small business owners and self-employed individuals.

In the same context, rather than directly mentioning the word 'judgment,' he actively used metaphors such as green onion (19 times), switch (15 times), and gag (12 times). At Baekhak Market in Jung-gu, Seoul on the 30th of last month, he directly criticized President Yoon's green onion price controversy, saying, "Prices are skyrocketing; this crazy price hike is unprecedented," and "Someone said a bunch of green onions costs 875 won, and another said that's the price of a single stalk."

It is also notable that Lee did not mention Chairman Han even once. While emphasizing the judgment theory, he mentioned the regime 221 times and Yoon Suk-yeol and president 147 and 166 times respectively, but never uttered the word 'Han Dong-hoon.' A Democratic Party campaign official said, "We do not feel the need to respond to Chairman Han's provocations one by one," adding, "The target of judgment is the Yoon Suk-yeol regime, not a puppet."

Han: "Stop the Dictatorship"... Lee: "If Wrong, the Switch"

Both figures toured battlegrounds during the last weekend before the general election, rallying their support bases with 'spicy words.' Chairman Han pointed out during a campaign in the Chungcheong region the day before, "Politics without listening to public opinion is dictatorship." This was a counterattack against the opposition's offensive calling the government and ruling party a 'prosecutor dictatorship,' by labeling it a 'crime dictatorship.' Chairman Han raised his voice against such opposition attacks, saying, "It's really ridiculous. If 200 people who do such politics fill the National Assembly, freedom will be removed from the South Korean Constitution, and real dictatorship will begin."

Lee repeatedly emphasized the judgment theory by likening President Yoon Suk-yeol to a 'preciously raised child' in the 'Gangnam 3 districts,' known as a tough electoral area. At a campaign near Suseo Station in Gangnam-gu, Seoul, Lee said, "The more precious a child is, the more you scold them when they do bad things. If they still don't listen, you use the switch; if that doesn't work, you discipline them more strictly, hold them accountable, and scold them. If you spoil them just because they are precious and pretty, and excuse bad behavior like hitting or stealing by saying 'Oh, our child is precious, so it's okay,' they become murderers," raising his voice.