공중 의견과 행동에 대한 의제설정 효과 모형의 검증 : 부동산 이슈 보도를 중심으로

The aim of this study examined, considering with priming theory, the validity of agenda-setting effect model which has been broaden in terms of the conceptual field of agenda-setting effects, such as the effects on the public opinion and behavior dimensions. The study analyzed the issue- and attribute-salience of news, which then gradually affects on the public perception, opinions and behaviors, specially about bubble real estate prices and government policies. According to the results of the content analysis and survey, the attribute agenda-setting effects of the cognitive dimension and affective dimension, the main concept of second-level agenda setting, and compelling arguments are significant. Secondly, it seems that forming opinions, priming and attribute priming effects affect on the levels of strength and direction of public opinion. Furthermore, the strength and direction of public opinion are the significant predictors of public decision of participatory actions. Therefore, these analyses are the empirical evidences to support second-level agenda-setting effects. It also supports the validity of the model of news media’s agenda-setting effects on public opinion and behavior. Salience of issues and attributes transmitted from the media to the public affects on the strength and direction of public opinion through opinion formation, priming, and attribute priming processes. Moreover, the results show that the theoretical assumptions are empirically true that attribute salience also affects the public’s participatory actions.