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The Effects of Biased Media Perceptions from (In)congruency between TV Audience's and Broadcasting Company's Partisanship on Evaluations of the Broadcasting Channel

시청자와 방송사의 정치성향의 (불)일치가 방송채널 평가에 미치는 편향적 매체지각 효과

  • Received : 2018.07.05
  • Accepted : 2018.08.03
  • Published : 2018.08.28

Abstract

This study, expending the existing concept of hostile media perception to biased media perception, empirically examined the effects of TV audience's political disposition(liberal, neutral, conservative) and broadcasting company's political disposition perceived by the audience(liberal, neutral, conservative) on evaluations of the broadcasting channel(interestedness, diversity, creativity, reliability, usefulness, fairness, public interest). With the nationwide online survey data from 624 adult audiences, a broadcasting company evaluated as the most neutral in political disposition at the moments of data gathering was selected and respondents' evaluations of the broadcasting channel were analyzed in a two-way factorial multiple analysis of covariance(MANCOVA). The results showed that the perceived political disposition of the broadcasting company affects audiences' evaluations of the channel while audiences' their own political dispositions do not. In addition, due to the interaction effects between audience's and broadcasting company's political dispositions, congruency in political dispositions led to positive evaluations(congenial media perceptions) while incongruency led to negative ones(hostile media perceptions). Based on these results, theoretical and empirical implications were discussed in terms of the formation of attitudes toward TV broadcasting channels.

Keywords

Biased Media Perception;Hostile Media Perception;Congenial Media Perception;Broadcasting Channel Evaluation;Media Partisanship

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Acknowledgement

Supported by : 중부대학교