The main purpose of the book is to create a model of the presidential election campaign in South Korea. The research questions included both those regarding the content of the campaign itself and, more broadly, its organization. The collected materials, posted on Facebook and Twitter accounts by the three most important candidates in the campaign, were analyzed using mixed (qualitative and quantitative) research methods. In addition to describing the results of empirical research, the book provides a broader context regarding political communication in the Republic of Korea. Because of that, the work can be useful for students of political science, international relations, communication studies, as well as Korean studies.