[Reading K Politics Through Metaphor] The Metaphor of Voters as Consumers

What the Metaphor 'Voter=Customer' Highlights and Conceals

Editor's NotePoliticians, masters of oratory, often use ‘metaphors’ in their speech. They engage in politics with eloquent rhetoric comparable to poets or skilled speakers. Using the rhetoric employed by such politicians as a starting point, we aim to grasp the flow of real-world politics, often likened to a ‘living organism.’ In the process, we plan a series that reveals the inner workings and bare face of K-politics.

On the 1st, the day of the 8th nationwide local elections, voters are casting their precious votes at the 5th polling station of Bukgajwa-je 2-dong, set up at the coffee shop SANMEAG in Seodaemun-gu, Seoul. Photo by Moon Honam munonam@

[Image source=Yonhap News]

[Asia Economy Reporter Koo Chae-eun] “During elections, voters are like consumers. They become serious. They meticulously compare and analyze pledges like products, pondering who to vote for (what to purchase) to improve their lives.”

This is a politician’s statement. It likens ‘voters = customers,’ ‘politicians = entrepreneurs,’ and ‘politics = industry.’ Politicians put forth ‘policies’ and ‘pledges’ as products that help people’s lives in the market. Consumers carefully compare these and decide which candidate to choose.

There are many rhetorical expressions comparing voters to consumers. Examples include ‘policy market,’ ‘pledge sales,’ ‘policy live commerce,’ and ‘Moon Jae-in No.1 Street, Policy Home Shopping.’ Market language is attached to political terms. During the March 9 presidential election, there were many campaigns like ‘Selling Ahn Cheol-soo ? Cheol-soo Market.’ Politics is viewed as a realm of consumption.

However, it is worth reflecting on whether the metaphor ‘voters = consumers’ and ‘politics = industry’ truly fits rigorously, and whether this metaphor highlights some aspects while concealing or distorting others.

Praising voters as customers or consumers sounds pleasant. It implies ‘the customer is king.’ It means the status of voters has risen from ‘objects mobilized by politics’ to ‘subjects consuming politics.’ It also implies politicians have become objects chosen by customers.

But there is a question mark over whether politicians really compete against time like entrepreneurs, are eliminated if they fail to satisfy customers, or face regulatory penalties if they monopolize the market. It is uncertain whether politics is such an industry. It is unknown whether lawmakers operate with urgency and tension in their legislative activities.

National Assembly Building stock photo / Photo by Moon Honam munonam@

“Industry is global competition. ‘Time’ is important. But the people managing this time are politicians. Necessary bills should be passed quickly. Yet politics lacks competition. It seems industry is also viewed through the logic of politics.”

A professor criticized the sluggish passage of the Semiconductor Special Act (K-Chips Act). Politicians manage time, but they lack a ‘global competition mindset’ and respond complacently to bill passage.

In fact, the realm of ‘time’ influenced by politics is quite broad. From military service duration, pension eligibility age, designation of substitute holidays, welfare benefit qualifications, foreign visa expiration periods, voting age, to the president’s term?all are determined by politics. Time is also a scarce resource decided by politics.

However, if urgent bill processing is delayed or political strife continues, the time for politics to make swift decisions will be endlessly postponed. This happens when the politics that manages time disappears.

Therefore, if voters can truly be likened to consumers, they need to become discerning consumers.

They should thoroughly write reviews of politicians and carefully rate them, sorting the wheat from the chaff regarding products. If promises are broken or the products offered are substandard, they should hold politicians accountable and seek other options.

By doing so, the chance of consumption failure decreases, and politicians may offer products with higher customer satisfaction.

On the 1st, the day of the 8th nationwide local elections, voters are casting their precious votes at Yeonhui-dong 6th polling station set up at Seodaemun-gu Office in Seoul. Photo by Moon Honam munonam@

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