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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 9 common perspectives do little to negate or control the elite framing effect. However, conversations comprised of conflicting perspectives provide a dampening effect on the adoption of the frame. In regards to the role of need to evaluate, the elite frames employed had a much greater influence on low “need to evaluate” individuals, as they were less likely to engage in critical evaluation of the received frame. Moreover, arguably, one of the most commonly observed constraints on framing effects is conflicting frames. Through two experiments, one focused on urban growth and the other on a hate group rally, Chong and Druckman tease apart the connections and interactions between exposure to a single, one-sided frame, exposure to two equally powerful but conflicting frames, and exposure to conflicting frames of unequal strength and number. Their results show that the strength of competing frames played a role in the balancing of the contrasting information, in that weak frames lost their effects when opposed by a strong frame and competing strong frames caused individuals to assume a more neutral position proportional to the relative strength of the frames. Among the constraints on framing effects, I believe that the dampening effects of conflicting frames are particularly relevant to the context of this study in that, regarding the beef issue, media outlets delivered disagreeing frames–television and the Internet news coverage predominantly highlighted the potential health threat of U.S. beef from old cattle and described the government in question as irresponsible, whereas newspapers repeatedly emphasized the safety of the beef and advocated the government for benefiting consumers. The evidence from Chong and Druckman’s experiments suggests the null hypothesis about the impact of conflicting frames on

Authors: Lee, ByungGu.
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THE IMPACT OF CONFLICTING FRAMES   
      9
common perspectives do little to negate or control the elite framing effect. However, 
conversations comprised of conflicting perspectives provide a dampening effect on 
the adoption of the frame. In regards to the role of need to evaluate, the elite frames 
employed had a much greater influence on low “need to evaluate” individuals, as 
they were less likely to engage in critical evaluation of the received frame. Moreover, 
arguably, one of the most commonly observed constraints on framing effects is 
conflicting frames. Through two experiments, one focused on urban growth and the 
other on a hate group rally, Chong and Druckman  tease apart the connections and 
interactions between exposure to a single, one-sided frame, exposure to two equally 
powerful but conflicting frames, and exposure to conflicting frames of unequal 
strength and number. Their results show that the strength of competing frames 
played a role in the balancing of the contrasting information, in that weak frames lost 
their effects when opposed by a strong frame and competing strong frames caused 
individuals to assume a more neutral position proportional to the relative strength of 
the frames. 
Among the constraints on framing effects, I believe that the dampening effects 
of conflicting frames are particularly relevant to the context of this study in that, 
regarding the beef issue, media outlets delivered disagreeing frames–television and 
the Internet news coverage predominantly highlighted the potential health threat of 
U.S. beef from old cattle and described the government in question as irresponsible, 
whereas newspapers repeatedly emphasized the safety of the beef and advocated 
the government for benefiting consumers. The evidence from Chong and Druckman’s 
experiments suggests the null hypothesis about the impact of conflicting frames on 


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