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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 18 More interestingly, the hierarchical analyses revealed that the impact of ideology on political evaluations decreased considerably as policy evaluation and responsibility were added to the equations, indicating the possibility that the impact of ideology was mediated by those variables. In this regard, mediation models were tested based on Baron and Kenny’s method (see Figure 2 for detailed results). The results show that both beef policy evaluation and perceived responsibility mediated the influence of ideology on political evaluations. 3 That is, conservatives inclined to support the beef policy, and the favorable evaluation of that policy in turn led to favorable attitudes toward the president and government, whereas liberals did the opposite, while political ideology remained as a direct source of political evaluations. Considering the results of a set of mediation models discussed earlier (i.e., ones with media frames as predictors), these results are particularly important in that the ideological nature of the studied case was empirically demonstrated. That is, while contradicting media messages were cancelling out each other’s effects, citizens made their political judgments based on their political ideology. The results corroborate Iyengar’s findings that bearing causal responsibility negatively influences attitudes toward a political institution. The evidence suggests that citizens’ political perceptions not only depended on universal abstracts such as party identification and liberal-conservative ideology , but also on the locus of responsibility for specific issues. Interestingly, with respect to the relative importance of overarching political values and domain-specific attitudes, the data show that 3 The Sobel test was conducted to see if the mediation effects were significant. Beef satisfaction significantly mediated the effect of ideology on both presidential approval and trust in government (z = 5.52, p = .00; z = 5.70, p = .00, respectively). Likewise, perceived responsibility also mediated the effect of ideology on both presidential approval and trust in government (z = 4.04, p = .00; z = 3.99, p = .00, respectively).

Authors: Lee, ByungGu.
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More interestingly, the hierarchical analyses revealed that the impact of ideology on 
political evaluations decreased considerably as policy evaluation and responsibility were added 
to the equations, indicating the possibility that the impact of ideology was mediated by those 
variables. In this regard, mediation models were tested based on Baron and Kenny’s  method 
(see Figure 2 for detailed results).
The results show that both beef policy evaluation and 
perceived responsibility mediated the influence of ideology on political evaluations.
 That is, 
conservatives inclined to support the beef policy, and the favorable evaluation of that policy in 
turn led to favorable attitudes toward the president and government, whereas liberals did the 
opposite, while political ideology remained as a direct source of political evaluations. 
Considering the results of a set of mediation models discussed earlier (i.e., ones with media 
frames as predictors), these results are particularly important in that the ideological nature of the 
studied case was empirically demonstrated. That is, while contradicting media messages were 
cancelling out each other’s effects, citizens made their political judgments based on their 
political ideology. 
The results corroborate Iyengar’s  findings that bearing causal responsibility 
negatively influences attitudes toward a political institution. The evidence suggests 
that citizens’ political perceptions not only depended on universal abstracts such as 
party identification and liberal-conservative ideology , but also on the locus of 
responsibility for specific issues. Interestingly, with respect to the relative importance 
of overarching political values and domain-specific attitudes, the data show that 
 The Sobel test was conducted to see if the mediation effects were significant. Beef satisfaction significantly 
mediated the effect of ideology on both presidential approval and trust in government (z = 5.52, p = .00; z = 5.70, 
= .00, respectively). Likewise, perceived responsibility also mediated the effect of ideology on both presidential 
approval and trust in government (z = 4.04, p = .00; z = 3.99, p = .00, respectively).

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