| Abstract: | This study content analyzed a leading Korean newspaper to examinethe different framing of presidents Kim Young-sam and Roh Moo-hyun,and to look at whether there was a relationship between mediaframing and public opinion of the two presidents. The news storiesabout the presidents were analyzed in terms of topics, sources,the wording the presidents were referred to, and the contentof presidential quotations. Public opinion was investigatedwith the help of two surveys. Results show that President Rohwas predominantly referred to within a politics frame and hada lower approval among the population, mostly in terms of hisbeing negatively characterized as a politician, while PresidentKim was represented more within a policy frame, and was evaluatedin light of his policies among the public. The study discussesthe significance of examining media framing of a president,and the necessity for further experimental study of the primingeffect of media frames of a president. |
