Spotlight Problem: Horse-Race Reporting Shapes Korea’s Elections
Source: South Korea National Election Committee
In Korea’s most recent elections, every political headline seemed to ask the same question: “Who’s winning by 2%?” Turnout reached a record of 79.5%, which many celebrated and glorified as a state of reaching true democracy. But beneath the numbers and polling margin, politics deserve deeper analysis. Election coverage that prioritizes competition over conversation.
What is horse-racing?
Similar to how sports broadcasters describe a race, horse- race is when media or commentators focus mainly on “who is ahead” aspects of politics. It emphasizes poll numbers and the momentums of the candidates which detracts from analyzing the candidate’s policies, values or the impact of their proposal.
Why horse-race?
Poll-driven stories are easy to digest. It takes a few seconds to read that a candidate is outcompeting the other by 2%. Media outlets thrive on these bite-sized updates because they are perfect for a fast-paced news cycle with effective click baits. For the public, poll numbers are the easiest way to engage with politics as it’s a simple indicator of who’s winning and losing.
This approach undeniably grabs attention with minimum effort to write the article. In a crowded media with busy updates, horse-race reporting is often the only way to keep politics visible, even to those who might otherwise tune out. Without these numbers, voters often decide to not engage with elections at all.
What gets left behind?
While horse-race coverage sparks short-term excitement, politics and democracy aren’t about short entertainment. It’s about serious policy debate that influences the life of many, if not, all. When headlines focus more on shifts in polling numbers than on differences in healthcare, housing, or education policies, voters lose out on information they need the most. When presidents and policies are chosen by click bait and headlines, the media will never be able to reach the core of politics; the content.
If articles about horse races get way higher viewers than the articles that cover the content, reporting the content becomes an inviable option for many reporters. The very reporting that keeps elections in the spotlight may also be the main source that derives people from real politics.
Why are we impacted?
Another concern is how political incentives will be swayed with the shift in media attention. Candidates quickly learn that bold policy proposals rarely earn the same airtime as a flashy poll result. When the media rewards candidates who rely on momentum instead of complex reforms or policies, it shifts attention away from substance. This cycle allows image to overshadow meaningful debate and policymaking.
Voters, especially the undecided ones, may be swayed less by platforms and more by the perceived image or reputation of candidates. If polls show someone leading, they may seem like the “safer” option which means other candidates are less likely to be heard.
Conclusion
Horse-race coverage may make politics more exciting in the moment, but it risks turning democracy into little more than a popularity contest. For young voters and media users, this issue may detract attention from shaping our future and education. Politics should serve people, not polls which is why it demands coverage that values substance over spectacle.