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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 8570 words || 
1. Kim, Jinyoung. "The Cognitive Effects of Online Advertisement on Online News Perception: Readers’ Causal Attribution of Responsibility for Sexual Assault" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <APPLICATION/PDF>. 2019-08-20 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Despite a fast-growing number of online advertisements on every corner of news web pages, little research has been done to how cognitive interferences aroused by online advertisements may influence readers’ perception of news stories. This study explored the effects of sexually suggestive presentation in online advertisement on readers’ perception of sexual violence coverage. Results showed that participants who were exposed to sexual online advertisement attributed a higher degree of responsibility of rape to the victim than to the rapist and that participants who perceived the suggestive ad ‘highly sexual’ tended to assign disproportionate attribution assessment that is unfavorable to the victim. Findings from this study imply that typical suggestive online advertisements found easily on news web sites can influence news readers’ perceptions of the cause of important social issues and events.

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