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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 11 evaluated positively. Considering this, in the context of the studied case, it is expected that, when causal responsibility for the aftermath of the beef issue is assigned to the government in question, that government will suffer from the decrease in popular support. Therefore, the following hypothesis is proposed. Hypothesis 2. The increase in perceived responsibility of government negatively affects a) presidential approval, and b) trust in government. Moreover, considering the impact of media framing and the influence of perceived causal responsibility, it is reasonable to expect that perceived responsibility will interact with a particular media frame in such a way that, for example, the negative influence of perceived responsibility on government evaluations is strengthened as one is exposed more to news coverage critical of that government. Hypothesis 3. News frames moderate the impact of perceived responsibility of government on political evaluations such as a) presidential approval and b) trust in government. Method Data and Participants To test the hypotheses and research question outlined above, an online survey was conducted to collect responses from residents of Seoul, the capital of Korea, and its surrounding regions from November to December, 2008. Since the data were gathered through a Web- administered survey and this study focuses on the exposure to news frames highlighted by the key information channels regarding the issue (i.e., television, newspaper and the Internet), only

Authors: Lee, ByungGu.
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evaluated positively. Considering this, in the context of the studied case, it is 
expected that, when causal responsibility for the aftermath of the beef issue is 
assigned to the government in question, that government will suffer from the 
decrease in popular support. Therefore, the following hypothesis is proposed.
Hypothesis 2. The increase in perceived responsibility of government negatively affects 
a) presidential approval, and b) trust in government. 
Moreover, considering the impact of media framing and the influence of perceived causal 
responsibility, it is reasonable to expect that perceived responsibility will interact with a 
particular media frame in such a way that, for example, the negative influence of perceived 
responsibility on government evaluations is strengthened as one is exposed more to news 
coverage critical of that government. 
Hypothesis 3. News frames moderate the impact of perceived responsibility of 
government on political evaluations 
such as a) presidential approval and b) trust in 
Data and Participants
To test the hypotheses and research question outlined above, an online survey was 
conducted to collect responses from residents of Seoul, the capital of Korea, and its surrounding 
regions from November to December, 2008. Since the data were gathered through a Web-
administered survey and this study focuses on the exposure to news frames highlighted by the 
key information channels regarding the issue (i.e., television, newspaper and the Internet), only 

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