매스미디어의 정치적 효과 분석: 제5회 전국 동시 지방선거 사례를 중심으로

초록

This study empirically analyzes political effects of mass media using a national representative sample survey, which was done after the 5th Nationwide Regional Election in South Korea (June 2, 2010). It attempts to test the validity of agenda setting theory and priming effect theory. After reviewing both theories of mass media effects, the study first shows that Korean voters are more likely to rely on the old media such as TV and newspaper than internet when gathering information about candidates. Second, it illustrates that voters who depend on the old media more than internet are more likely to be influenced by Cheonanham sinking incident for their voting decision, which is suggested as an empirical evidence for the agenda setting theory. Third, the analysis shows that those who consider Cheonanham incidence more tend to support sanctions against North Korea, which is provided as an evidence for the priming effect theory. Lastly, it demonstrates using multinomial logit analysis that voters who support sanctions against North Korea are more likely to vote for the president’s party, which is another evidence for priming effect.