Abstract
This study examines Google Trends data collected during the South Korea's presidential election in 2022 using network analysis and correlation analysis. Data was collected during a year, from March 7, 2021 to March 7, 2022. First, regional interest and election keywords were examined. Second, for each candidate, an analysis of associated search terms was done. Finally, the relationship between Google Trends data and real votes was discovered. The 2-mode matrix was used for network visualization, centrality analysis, and correlation analysis. The analyses confirmed the existence of keywords that are significantly related by area. Furthermore, as a result of recognizing its centrality, Seoul demonstrated the highest connectedness among regions. Feminism and Yoon Seok-yeol had high centrality values in keyword networks. Lee Jae-myung and Yoon Seok-yeol were searched for several privacy-related issues as a result of evaluating connected search words by candidate. Lee Jae-myung and Yoon Seok-yeol's Google Trends’ indicators and real scores indicated a significant correlation in the final correlation tests. While previous research used public opinion polls and Google Trends hitcounts to compare candidate names, this study used Google Trends to measure the search intensity of each candidate per province from a network perspective.
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