• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.299-312
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• 2019

This study examined the effect of media and personal frames on readers' attitude towards newspaper articles and on their perceived fairness. Study 1 examined the frame effects with the issue of the Candlelit Protest in 2008 and Study 2 did with the issue of the Four Major Rivers Restoration Project. Results indicated that in both studies two frames had main effects on readers' attitude and yet their interaction was not significant. In both studies, effects of personal frame were partially significant on the perceived fairness of the article, but main effects of media frame and interaction effects between two frames were not significant. These findings demonstrated that readers' attitude towards newspaper articles and on their perceived fairness would be influenced by their headlines and their source along with their content.