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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 19 evaluation of a specific issue (i.e., beef policy evaluation) exerted more influence on political judgments than did high-order value (i.e., ideology). Overall, this study finds out that, in the context of fierce partisan bickering over a policy issue, media messages that conflicted with each other played a very limited role in shaping popular support of government. Instead, political ideology appears to have a direct and indirect effect on political perceptions through policy evaluation and perceived responsibility. In addition, perceived responsibility of government turned out to be one of the most influential factors in shaping political judgments. These findings are consistent with the nature of the dispute described above–the government’s decision to import U.S. beef was not considered as a trade issue, but an ideological battleground where the antagonism between liberals and conservatives was evident in various sectors of Korean society including citizens, media organizations, and civic groups. There are a few potential liabilities of this study. As mentioned above, the survey was conducted after the peak of the dispute, which may cause the failure of capturing framing effects. Therefore, follow-up studies with a more quality dataset may provide more concrete evidence of whether conflicting frames actually cancel out each other’s effects. In addition, the current sample did not perfectly represent the population. Since the survey was conducted online, it overrepresents young and well-educated people who were more likely to have access to the Internet. Moreover, in this study, treatment responsibility was not taken into account, which predicts political perception in the opposite way as causal responsibility does. For further understanding of the influence of conflicting frames on political judgments, I believe that the mechanisms of countervailing framing effects need to be studied in future studies. In this regard, the moderating effects of selective exposure should be taken into account

Authors: Lee, ByungGu.
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THE IMPACT OF CONFLICTING FRAMES   
      19
evaluation of a specific issue (i.e., beef policy evaluation) exerted more influence on 
political judgments than did high-order value (i.e., ideology). 
Overall, this study finds out that, in the context of fierce partisan bickering over a policy 
issue, media messages that conflicted with each other played a very limited role in shaping 
popular support of government. Instead, political ideology appears to have a direct and indirect 
effect on political perceptions through policy evaluation and perceived responsibility. In 
addition, perceived responsibility of government turned out to be one of the most influential 
factors in shaping political judgments. These findings are consistent with the nature of the 
dispute described above–the government’s decision to import U.S. beef was not considered as a 
trade issue, but an ideological battleground where the antagonism between liberals and 
conservatives was evident in various sectors of Korean society including citizens, media 
organizations, and civic groups.
There are a few potential liabilities of this study. As mentioned above, the survey was 
conducted after the peak of the dispute, which may cause the failure of capturing framing effects. 
Therefore, follow-up studies with a more quality dataset may provide more concrete evidence of 
whether conflicting frames actually cancel out each other’s effects. In addition, the current 
sample did not perfectly represent the population. Since the survey was conducted online, it 
overrepresents young and well-educated people who were more likely to have access to the 
Internet. Moreover, in this study, treatment responsibility  was not taken into account, which 
predicts political perception in the opposite way as causal responsibility does.
For further understanding of the influence of conflicting frames on political judgments, I 
believe that the mechanisms of countervailing framing effects need to be studied in future 
studies. In this regard, the moderating effects of selective exposure should be taken into account 


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