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The Impact of Contradicting Media Messages on Political Perceptions: The Case of a Partisan Dispute in Korea over Lifting Ban on U.S. Beef Imports
Unformatted Document Text:  THE IMPACT OF CONFLICTING FRAMES 10 public perceptions. However, there is a possibility that people may act differently in a real world setting due to such factors as media credibility, preferable media outlet and social atmosphere. Considering the inconclusiveness of conflicting frames’ impact in a real-life situation, therefore, the following research question is proposed: Research Question 1. How do conflicting frames affect citizens’ political judgments such as a) presidential approval and b) trust in government? In addition, it is plausible to expect that one’s political ideology may interact with a particular frame about that issue in such a way that, for example, both liberals and conservative may become more critical of the government as a result of the exposure to television news coverage framed to criticize that government, that is, the influence of ideology on political evaluations due to media framing. Therefore, the following hypothesis is proposed: Hypothesis 1. News frames moderate the impact of ideology on political evaluations including a) presidential approval and b) trust in government. Attribution of Responsibility and Political Perceptions In making judgments about a political issue, it is expected that attribution of responsibility plays an important role, especially when that issue entails enormous political consequences as the studied case does. In this regard, Iyengar found that citizens tend to hold an agent responsible for a political issue. Specifically, an agent is negatively evaluated when it is deemed to bear the brunt of causal responsibility for such issues as poverty, whereas an agent seen as taking treatment responsibility is

Authors: Lee, ByungGu.
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THE IMPACT OF CONFLICTING FRAMES   
      10
public perceptions. However, there is a possibility that people may act differently in a 
real world setting due to such factors as media credibility, preferable media outlet 
and social atmosphere. Considering the inconclusiveness of conflicting frames’ 
impact in a real-life situation, therefore, the following research question is proposed:
Research Question 1. How do conflicting frames affect citizens’ political 
judgments such as a) presidential approval and b) trust in government?
In addition, it is plausible to expect that one’s political ideology may interact 
with a particular frame about that issue in such a way that, for example, both liberals 
and conservative may become more critical of the government as a result of the 
exposure to television news coverage framed to criticize that government, that is, the 
influence of ideology on political evaluations due to media framing. Therefore, the 
following hypothesis is proposed:
Hypothesis 1. News frames moderate the impact of ideology on political 
evaluations including a) presidential approval and b) trust in government. 
Attribution of Responsibility and Political Perceptions
In making judgments about a political issue, it is expected that attribution of 
responsibility plays an important role, especially when that issue entails enormous 
political consequences as the studied case does. In this regard, Iyengar  found that 
citizens tend to hold an agent responsible for a political issue. Specifically, an agent is 
negatively evaluated when it is deemed to bear the brunt of causal responsibility for 
such issues as poverty, whereas an agent seen as taking treatment responsibility is 


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