Roh Moo-hyun was elected to the presidency in December 2002 by direct election. His victory came with much support from the younger generation and civic groups who had hopes of a participatory democracy, and Roh's administration consequently launched with the motto of "participation government". Unlike the previous governments, the administration decided to take a long-term view and execute market-based reforms at a gradual pace. This approach did not please the public, however, and by the end of 2003, approval ratings were falling.