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International Journal of Public Opinion Research Advance Access originally published online on March 18, 2005
International Journal of Public Opinion Research 2006 18(1):49-66; doi:10.1093/ijpor/edh074
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International Journal of Public Opinion Research Vol. 18 No. 1 © The Author 2005. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

Policy or Politics? A Study of the Priming of Media Frames of the South Korean President in the Public Mind

Youngkee Ju

Youngkee Ju is a doctoral candidate in the School of Journalism at the University of Missouri-Columbia. Media framing and political information processing are his main research interests.

Address correspondence to Youngkee Ju, 209 Wheaton Court, Columbia, MO 65203, USA, E-mail: yjgcf{at}mizzou.edu

This study content analyzed a leading Korean newspaper to examine the different framing of presidents Kim Young-sam and Roh Moo-hyun, and to look at whether there was a relationship between media framing and public opinion of the two presidents. The news stories about the presidents were analyzed in terms of topics, sources, the wording the presidents were referred to, and the content of presidential quotations. Public opinion was investigated with the help of two surveys. Results show that President Roh was predominantly referred to within a politics frame and had a lower approval among the population, mostly in terms of his being negatively characterized as a politician, while President Kim was represented more within a policy frame, and was evaluated in light of his policies among the public. The study discusses the significance of examining media framing of a president, and the necessity for further experimental study of the priming effect of media frames of a president.


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