Strategic Voter Reaction to Media Coverage of Political News: Evidence of ‘Secondary Priming’

• 발행기관: 한국학술연구원
• 저자명: Sang-Yeon Kim Tae Wan Kim Sungwook Hwang
• 간행물 정보: 『Korea Observer』Vol 55, No 4, 679~707쪽, 전체 29쪽
• 주제분류: 사회과학 > 정치외교학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

This study examines voter perceptions and the use of media reports on politics during the 20th presidential election in South Korea. Predictions were formulated by adopting the priming effect theory. To test these theories, a national-level dataset (N = 1,015) is established using quota sampling. The main results were consistent with the theorybased predictions; as the perceived media coverage of the scandals around the supported candidate increased, voters with a partisanship (i.e., Lee and Yoon supporters) tended to deflect such information, and instead recall and engage in a 'secondary priming' with information that attacks the opponent candidate presumably to restore the integrity of the pre-existing political attitudes. This tendency appeared stronger among voters who collect political information from YouTube channels or GSPP (General Service Program Providers, e.g., TV-Chosun, Channel A, jtbc) compared to those who rely on traditional legacy media (e.g., KBS, MBC, and SBS). The practical implications for media policymakers and political campaign developers are also discussed.

목차

Ⅰ. Introduction

Ⅱ. Priming Effect, Partisanship, and Selective Exposure

Ⅲ. Response to a Counter-Attitudinal Message and ‘Secondary-Priming’

Ⅳ. Hypotheses and Research Questions

Ⅴ. Method

Ⅵ. Results

Ⅶ. Conclusion

References

키워드

Priming effect South Korea Presidential election Partisanship Secondary priming