Is Twitter a Medium of Social Mobilization? : An Exploratory Study of the Use of Twitaddons.com in South Korea

1. Is Twitter a Medium of Social Mobilization? : An Exploratory Study of the Use of Twitaddons.com in South Korea Sujin Choi Dept. of Radio-Television-Film University of Texas at Austin, U.S.A. Ji-Young Park Master’s degree candidate Han Woo Park (corresponding author) Associate Professor, Dept. of Media & Communication Yeungnam University, South Korea Sunbelt XXXI, Florida, February 11, 2011

4. Main Web page of Twitaddons.com

7. RQ 1: What attributes do party organizers on Twitaddons.com have? RQ 2: In what ways is the activity of a party organizer against members different from that against followers in terms of information distribution and organization ? RQ 3: Do party members form shared values in accordance with the mission statement of the party? RQ4: Does the online activity of a party extend to its offline collective action ? Research Questions

8. 12 parties selected among 2,200 civic advocacy parties Membership ( > 100), Activeness (recent Tweets), Missions statements (political, commercial, social) Method: Cases Political Commercial Social Cho-pae-gong-sa 730 Blackberry Users 824 Fair Tourism 144 Support MBC 119 Info Repository for Android Phone 702 Social Innovation Community 186 Make Common-sense Prevail 299 Official Party of HTC Users 678 Party for Social Welfare 176 Korean HTC Users Party 501 Party for Volunteer Activity 359 Food Car of Love 119

9. Followers vs. Following Conversation vs. Content Spread Data period: Mar. – Sept. 2010 Result 1: Attributes of party organizers

11. Result 2: Activities of party organizers with followers and members NodeXL two-mode network visualization Data period: Mar. – Sept. 2010, party organizers party members followers of the party organizer Political Conversation Content Spreading Chopae MBC Common Sense

12. party organizers party members followers of the party organizer Result 2: Activities of party organizers with followers and members Commercial Conversation Content Spreading Blackberry Android Official HTC Korean HTC

13. Result 2: Activities of party organizers with followers and members party organizers party members followers of the party organizer Social Conversation Content Spreading Tourism Innovation Welfare Volunteer Food Car

14. Result 2: Activities of party organizers with followers and members NodeXL two-mode network visualization Data period: Mar. – Sept. 2010, Political Conversation Content Spreading Chopae

16. Result 3: Formation of shared values among members Chopae (Political) Blackberry (Commercial) Volunteer (Social) 1,618 tweets 3,690 tweets 893 tweets 7 clusters 2 large clusters Engaged in criticizing G-20 and conservative newspapers 7clusters 2 main clusters Shared product information and tweeted lost-and-found notifications 6 clusters 2 large clusters Gathering volunteers and notifying schedules of volunteer activities

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