[In-Depth Look] Nano Society and the Presidential Election

Ham Hyeri / Journalist · Cultural Critic

These days, the society we live in has been named the "Nano Society" in "Trend Korea 2022," a representative publication led by Professor Kim Nando. The name signifies that society is being divided into extremely fine units. Although the atomization of society is not a new phenomenon, this year, entering the third year of the COVID-19 pandemic, this trend has not only intensified but also brought about other changes, making it an apt diagnosis. People, their faces covered with masks, scatter and walk their own paths of survival, each immersed in their smartphones, watching only what they want to see and listening only to what they want to hear. Holding the 20th presidential election, the greatest political event of this era, under such circumstances is truly reckless and harsh.

In this highly fragmented society, the media is exerting more influence than ever in this presidential election. Under the constraints of social distancing, candidates and parties must conduct their campaigns not only through mass media but also by mobilizing internet news outlets, YouTube channels, and various social media platforms, engaging daily in negative battles to undermine their opponents. While the media does not directly influence voting behavior, it is believed that candidates’ personal images significantly affect voters’ decisions.

The election opinion polls released almost daily by news organizations also make the "media election" palpable. Since election polls both reflect public opinion and influence its direction, voters thirsty for information about candidates cannot help but be drawn to them. News organizations have no reason to refuse the good news of a leading candidate’s rising support rate, which boosts viewership. However, looking at the reports from various media outlets, there are large discrepancies and fluctuating support rates for each candidate, which not only fail to provide accurate election information but also increase confusion.

Unlike opinion polls that raise doubts about their reliability, TV debates are regarded as opportunities to comprehensively assess major candidates’ policy capabilities, visions, likability, and overall qualifications as president. In fact, the combined viewership rating of the first four-party TV debate among ruling and opposition presidential candidates held on the 3rd, organized through consultations among four parties, reached 39%, the highest since the 15th presidential election (55.7%). Additionally, hundreds of thousands of voters watched the debate via YouTube. Such high ratings reveal how tired the public was of the negative battles among candidates and parties encountered through mass media, and how thirsty they were for information in a situation where free communication among friends or colleagues was difficult. About a month before the presidential election, the race has solidified into a two-horse race between Lee Jae-myung, the Democratic Party’s presidential candidate, and Yoon Seok-youl, the People Power Party’s candidate. With their support rates neck and neck within the margin of error, TV debates are becoming even more important. Even if they cannot steal consolidated votes from the opponent, they represent a golden opportunity to sway undecided voters.

TV debates were first successfully organized by broadcasters starting from the 15th presidential election as part of efforts to improve Korea’s high-cost, low-efficiency political structure and to cultivate an advanced election culture. While there are criticisms that mechanical fairness is overemphasized and that form is valued over content, and skeptical views that TV debates highlight candidates’ situational responses or personal traits, potentially hindering voters’ rational judgment, they nonetheless serve as an important source of information. They help voters make rational choices by gauging and comparing candidates’ awareness of key issues and their capabilities. For candidates, it is an opportunity to sincerely appeal their leadership qualities and political convictions.

With voting a month away, three official TV debates hosted by the National Election Commission are scheduled. Besides these, candidates will have various other opportunities for debates. We look forward to genuine debates that persuasively present each candidate’s policies and visions, rather than petty attacks or quiz-like exchanges aimed at showing off shallow knowledge. The vote will move toward responsible candidates who unite the scattered people like grains of sand and bring hope.

This content was produced with the assistance of AI translation services.