[Big Data Analysis] People Power Party National Convention, Negative Images Increased for Both Party and Candidates

According to SomeTrend analysis, negative image spreads
Amid negative disputes, leading candidates' images also worsen

The People Power Party's (PPP) party convention, marked by internal leaks and negative disputes, is more likely to become a convention full of wounds rather than reviving the party's morale, which has fallen into defeatism after the general election. Analysis of big data and other results shows that negative perceptions of not only the PPP but also the candidates for party leader who will lead the party's future have increased. This suggests that rather than the PPP being reborn through the convention, there will be aftereffects even after the convention.

On the 18th, an analysis of mention trends on social networking services (SNS) through the big data analysis platform SomeTrend revealed that over the past month, the image of the PPP as well as major PPP politicians running for party leadership has worsened. Various adverse events such as Kim Geon-hee's text messages, the Sacheon controversy, prosecution cancellations, and violent incidents during joint debates negatively influenced public opinion.

In the case of the PPP, from June 18 to 30, positive mentions on SNS accounted for 40% (negative mentions 56%). However, with the flood of adverse events such as the text messages, positive mentions dropped to 10% (negative mentions 88%) in early July (1st to 17th). Looking at the representative words mentioned, last month there were positive words like ‘best’ and ‘active,’ but this month, all positive words disappeared and were replaced by words such as ‘controversy,’ ‘suspicion,’ ‘conflict,’ ‘crime,’ and ‘betrayal.’

The party leadership candidates also saw an increase in negative images during the convention. Looking at the total number of mentions on SNS, the order was Han Dong-hoon (15,845 mentions), Won Hee-ryong (9,050 mentions), Na Kyung-won (8,132 mentions), and Yoon Sang-hyun (5,528 mentions), with all four candidates sharing the commonality of decreased positive images.

Candidate Han Dong-hoon was positively mentioned in 31% of all posts in June, but this ratio dropped to 13% in July. Last month, words associated with Chairman Han included ‘success,’ ‘rational,’ and ‘sincere.’ However, this month, the words were filled only with negative terms such as ‘read and ignore,’ ‘mudslinging,’ ‘crushing defeat,’ and ‘state corruption.’ Candidate Won also experienced an increase in negative image during the convention. Positive mentions were 33% in June but dropped to 14% in July. Last month, positive associated words like ‘rational’ and ‘trustworthy’ changed to ‘raising suspicions,’ ‘mudslinging,’ and ‘concern’ this month. The heated criticism of candidate Han seems to have directly affected candidate Won's image as well.

Candidate Na's situation is no different. As a representative politician of the conservative camp, Na was positively mentioned 36% of the time on SNS in June, but this dropped to 13% in July. Last month, positive words such as ‘success,’ ‘sincere,’ and ‘appeal’ were mentioned with candidate Na, but now negative words like ‘suspicion,’ ‘conflict,’ and ‘crisis’ are mentioned together. Candidate Yoon also saw positive mentions decrease from 33% in June to 14% in July. Words associated with him changed from ‘not betraying’ and ‘success’ to negative terms like ‘anger’ and ‘aftereffects.’