The purpose of this study is to understand the types and features of subjectivity perceptions of the police by applying Q methodology that draw upon schematic model in subjectivity study.A survey was carried out among police officers in Gangwon province, South Korea, to classify the 61 selected Q-statements into a normal distribution using a 11 point scale. The collected data was analyzed using QUANL program, and principal component factor analysis using varimax rotation was used to identify the types of perceived image of the police. Type I can be categorized by a strong concern for the education & manpower management, Type II can be categorized by advocating for duty observance, Type III can be categorized by the pursuit of publicized police image and Type IV can be categorized by the suggestions for legal improvement. The use of Q methodology provides insights into the image of the police that would not be available through traditional methodologies and offers a foundation for essential efforts to address and overcome concerns about the image of the police.

The purpose of this study is to understand the utility of election campaign advertising by applying Q methodology that draw upon schematic model in subjectivity study. A survey was carried out among college students to classify the 16 selected Q-statements into a normal distribution using a 7 point scale. The collected data was analyzed using QUANL program, and principal component analysis using varimax rotation was used to identify the types of perceived utility of election campaign advertising. Type I can be categorized by a strong concern for the advertising technique improvement, Type II can be categorized by advocating for interest induction and Type III can be categorized by the truth inducement. The use of Q methodology provides insights into audience perceptions on the utility of election campaign advertising that would not be available through traditional methodologies and offers a foundation for audience involvement to address and overcome concerns about the utility of advertising for election campaign.■ keyword :|Election Campaign|Advertising|Audience Perception|Q Methodology|Subjectivity Study|