김규찬,김수정(2009.5). The Impact of Content Preferences on Political Knowledge and Voter Turnout: The Differential Effects of News and Entertainment. 59th ICA Annual Conference (Chicago, USA).


* 초록



Previous research on the relationship between media consumption, political knowledge and participation has generally found positive political effects of news consumption. However, in a high-choice environment where people can easily avoid news, it is not clear whether the positive effects of news consumption will still hold. Following Prior’s (2007) argument that content preferences become a key predictor of political learning and participation in a high-choice environment, this study examines how content preferences and individuals’ media environment play a role in gaining political knowledge and vote in the Presidential election. Moreover, by using a one-source dataset which combined peoplemeter data and a telephone survey, this study attempted to see whether improved measures of preferences and media environment still explain the models that Prior proposed in his previous research. The results suggest that a news preference and an entertainment preference, though highly related, have differential effects on political learning and participation. The interaction effects of content preferences and media environment variables were found in part. This study discusses the political implications of content preferences and suggests directions for future research.



Key words: multi-channel environment, selective exposure, content preferences, political knowledge, political participation, South Korea