‘Vote for me’ becomes ‘watch me dance’: Korean campaigns in the age of social media

Lawmaker Kim Sang-wook, left, and Lee Ji-eun, the Democratic Party of Korea’s Mapo District chairperson and a former senior police officer, dance during a campaign rally for Democratic Party presidential candidate Lee Jae-myung in front of KT&G Sangsangmadang in Hongdae, Mapo District, Seoul, May 19. Korea Times file

With just a week remaining before the presidential election, the race for votes has intensified as lawmakers, dressed not in formal suits but in their parties’ vibrant campaign uniforms, flock to the streets. Once they join the campaign trail, many seem to undergo a transformation — throwing themselves into spontaneous dances in response to cheers from supporters, all in the name of victory.

These high-energy performances have proven effective in drawing attention and maximizing engagement with voters. A YouTube video of lawmaker Kim Sang-wook, who recently joined the Democratic Party of Korea (DPK) and danced at a rally for candidate Lee Jae-myung, has surpassed 1.96 million views. A video of People Power Party candidate Kim Moon-soo performing choreography with campaign workers has racked up 580,000 views, while a clip of DPK lawmaker Park Sun-won — formerly the first deputy director of the National Intelligence Service — doing a bold tumbling move has garnered 510,000 views.

The strong promotional impact of such videos has turned dancing politicians into a staple of campaign culture. Some lawmakers even practice diligently to perfect their routines, hoping to showcase more refined moves as election day approaches. “With the rise of social media, lawmakers seem increasingly driven to outdo each other with their dances," a veteran lawmaker serving a third term remarked.

Videos of lawmakers dancing during campaign events are easily found on social media platforms. Captured from YouTube

However, as campaign events morph into dance competitions, the core purpose of rallies — explaining policies, pledges and visions — has been sidelined. Politicians have lost the chance to persuade undecided voters or those who hold differing views. Instead, what remains is the existing support base, enjoying the spectacle. “It feels like it’s just a festival for their own supporters,” said Lee Jae-mook, a professor of political science and international relations at Hankuk University of Foreign Studies.

This year’s presidential election is being held under extraordinary circumstances, after former President Yoon Suk Yeol was impeached for declaring martial law. Critics say it should be a time of serious reflection, not a festive celebration, with some asking, “Is this really the time for a festival?”

The DPK has belatedly called for an end to the dancing, seeking to refocus on the narrative of “judgment for insurrection” and to avoid framing the party as arrogant.

Lawmakers, for their part, argue that it is unfair to focus solely on their dances. They often give serious speeches, but it’s the dance clips that go viral on social media.

Still, the essence of an election lies in policies and vision, and lawmakers’ dances cannot be exempt from responsibility. While crafting and delivering substantive messages may seem tedious compared to the instant buzz of a dance, it is all the more important.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.