Strategic Voter Reaction to Media Coverage of Political News: Evidence of ‘Secondary Priming’

Strategic Voter Reaction to Media Coverage of Political News: Evidence of ‘Secondary Priming’

This study examines voter perceptions and the use of media reports on politics during the 20th presidential election in South Korea. Predictions were formulated by adopting the priming effect theory. To test these theories, a national-level dataset (N = 1,015) is established using quota sampling. The main results were consistent with the theorybased predictions; as the perceived media coverage of the scandals around the supported candidate increased, voters with a partisanship (i.e., Lee and Yoon supporters) tended to deflect such information, and instead recall and engage in a 'secondary priming' with information that attacks the opponent candidate presumably to restore the integrity of the pre-existing political attitudes. This tendency appeared stronger among voters who collect political information from YouTube channels or GSPP (General Service Program Providers, e.g., TV-Chosun, Channel A, jtbc) compared to those who rely on traditional legacy media (e.g., KBS, MBC, and SBS). The practical implications for media policymakers and political campaign developers are also discussed.