Negativity, AI, and the 'Uppercut'... Gone from This Presidential Election

A Quieter Atmosphere Than the 20th Presidential Election
Time Constraints Due to the Early Election
No Time for Virtual Reality or Shorts Production
Reduced Campaign Range and Bulletproof Barriers Installed

'A presidential election campaign marked by negativity, uppercut ceremonies by presidential candidates, and the use of artificial intelligence (AI) in campaigning...'

These are scenes rarely seen during the official campaign period for the 21st presidential election. Compared to the 20th presidential election in 2022, political circles in Yeouido note that the blueprint for this election campaign is markedly different. While it would be inaccurate to say that there is no negative campaigning at all, it has clearly decreased compared to previous presidential campaigns. This is not unrelated to the fact that the 21st presidential election is an 'early election' held unexpectedly.

Lee Jae Myung, the Democratic Party presidential candidate, is showing the bulletproof vest inside his jumper while defending against criticism of bulletproof glass and bulletproof vests during a campaign rally in front of Gyeyang Station in his constituency, Incheon Metropolitan City, on the 21st. Photo by Yonhap News

With only a short 60-day preparation period, candidates are relying more on YouTube live broadcasts and Facebook posts to announce their pledges, rather than election strategies that require significant time and energy, such as negative (smear) campaigns, daily-life-oriented short-form pledges, or the use of virtual AI technology. In particular, the 20th presidential election was even described as the worst negative (smear) campaign in history. In contrast, the 21st presidential election is being evaluated as a relatively 'positive' or 'clean' campaign.

The 20th presidential election was marred by mutual slander and harsh language from the very start to the end. During the Democratic Party's primary, the so-called 'Myeongnak War' (between candidate Lee Jae Myung and former Democratic Party leader Lee Nakyon) unfolded, and the aftermath continued to fuel factional conflict within the party even after the election. In the main race, various allegations surrounding Kim Keon Hee, the spouse of People Power Party candidate Yoon Sukyeol?including stock price manipulation, falsified credentials, and shamanistic involvement?became major issues. Lee Jae Myung, the Democratic Party's presidential candidate, once held a so-called 'clean election pledge ceremony,' vowing to focus on a policy-driven contest without negativity.

Kim Moonsoo, the People Power Party's presidential candidate, is making a deep bow to voters while appealing for support at the "Renew Soul" rally held at Seoul Station Plaza on the 19th. Photo by Kim Hyunmin

Another spectacle of presidential elections is the gestures and actions of the candidates themselves. The 'uppercut ceremony' (a vigorous punch thrown into the air) that became a trademark of former President Yoon Sukyeol during his candidacy is almost nowhere to be seen in this election. At campaign sites, Lee Jae Myung is typically seen pressing his palms together or giving a thumbs-up, while Kim Moonsoo of the People Power Party bows deeply or raises one arm with a clenched fist.

In the 21st presidential election, increased attention to safety and security has relatively restricted the candidates' movements. In particular, Lee Jae Myung, who is reportedly receiving reports of terror threats, has had his range of activity further reduced. Instead, scenes of him wearing a thick bulletproof vest or delivering speeches behind bulletproof glass have drawn public attention.

The format for announcing campaign pledges has also been simplified compared to the 20th presidential election. Back then, Lee Jae Myung presented 90 'small but certain happiness' pledges, and Yoon Sukyeol produced 30 '59-second shorts' videos to communicate his pledges, using visual formats that made it easy for voters to understand.

In contrast, in this election, Lee Jae Myung has chosen a more intuitive approach, posting his pledges every morning on Facebook or directly communicating with voters through YouTube live broadcasts to explain his pledges. Kim Moonsoo also typically announces his pledges through the campaign committee.

Former President Yoon Sukyeol responds to cheering supporters by throwing an uppercut ceremony after finishing his speech at the Gyeonggi Anyang campaign held at Pyeongchon Central Park in Anyang, Gyeonggi Province, during the 2022 20th presidential election campaign. Photo by Yoon Dongju, Anyang

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