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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 14 result gave support for Chong & Druckman’s findings that conflicting frames cancel out each other’s effects, and thus they have no or very weak effect on citizens’ political attitudes. The columns under heading H1a and H1b in Table 1 show the impact of interactions between ideology and news frames on political judgments (H1). For presidential approval, only the interaction between newspaper frame and ideology had a significant impact. Figure 1 shows that, compared to the group with a low level of exposure to newspaper frames, those who had a high level of exposure evaluated the president more favorably. Interestingly, while both liberals and conservatives became favorable of the president as a result of consuming newspaper contents, the effect of newspaper frame on ideology was more pronounced among liberals than conservatives. F or trust in government, none of the interactions were significant in predicting the outcome variable, even though the sign of coefficients are in the right direction. Taken together, hypothesis 1 received very limited support. When it comes to the influence of perceived responsibility (H2), the columns under heading H2a and H2b in Table 1 show that responsibility significantly predicted both presidential approval and trust in government. Specifically, the more people held the government responsible for the aftermath of the resumption of U.S. beef import, the poorer their opinions were about that government. The same is true for the evaluation of president. Therefore, hypothesis 2 was supported. Hypothesis 3 proposes the moderating effect of news frames on the relationship between perceived responsibility and political evaluations. The results in Table 1(under heading H3a and H3b) suggest that the moderating role of news frames was dependent upon the outcome variables. For presidential approval, none of the interaction terms between media frames and perceived responsibility were

Authors: Lee, ByungGu.
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THE IMPACT OF CONFLICTING FRAMES   
      14
result gave support for Chong & Druckman’s  findings that conflicting frames cancel out each 
other’s effects, and thus they have no or very weak effect on citizens’ political attitudes.
The columns under heading H1a and H1b in Table 1 show the impact of interactions 
between ideology and news frames on political judgments (H1). For presidential approval, only 
the interaction between newspaper frame and ideology had a significant impact. Figure 1 shows 
that, compared to the group with a low level of exposure to newspaper frames, those who had a 
high level of exposure evaluated the president more favorably. Interestingly, while both liberals 
and conservatives became favorable of the president as a result of consuming newspaper 
contents, the effect of newspaper frame on ideology was more pronounced among liberals than 
conservatives. F
or trust in government, none of the interactions were significant in 
predicting the outcome variable, even though the sign of coefficients are in the right 
direction. Taken together, hypothesis 1 received very limited support.
When it comes to the influence of perceived responsibility (H2), the columns 
under heading H2a and H2b in Table 1 show that responsibility significantly predicted 
both presidential approval and trust in government. Specifically, the more people 
held the government responsible for the aftermath of the resumption of U.S. beef 
import, the poorer their opinions were about that government. The same is true for 
the evaluation of president. Therefore, hypothesis 2 was supported. 
Hypothesis 3 proposes the moderating effect of news frames on the 
relationship between perceived responsibility and political evaluations. The results in 
Table 1(under heading H3a and H3b) suggest that the moderating role of news 
frames was dependent upon the outcome variables. For presidential approval, none 
of the interaction terms between media frames and perceived responsibility were 


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