This study investigated the influence of four news frames on an audiences’ perception of the leader of North Korea. In particular, it explores the effects of the ‘enemy versus dialogue partner frame’ and the’ policy versus personal character focus frame’ were weighed against the control for people’s familiarity with and favorability of North Korea and its leader. Conducting a between-subjects experiment, the researcher found that the enemy frame of the North Korean leader had a significant impact on people’s negative perceptions of him and that the impact of the news frame was slightly moderated when people’s favorability toward the North Korean leader was controlled. This study offers important empirical evidence regarding how media frames of a foreign country and its leader influence audiences’ perceptions toward the leader of the foreign country.
|Keywords:||Framing Effects, North Korean Leader, Perceptions toward a Foreign Leader|
Doctoral Student, Media and Information Studies, College of Communication Arts and Sciences, Michigan State University, East Lansing, Michigan, USA