Interpretive Coexistence of Negativity Bias with News Frames of Major Conservative Online Newspapers in a Coverage of the Policy of Raising the Tobacco Price

초록

Previous framing studies revealed conceptual confusions about the difference between a news frame and valence by measuring positive and negative frames from news texts. This study suggests that positive and negative valence in news frames could result from media bias, and that we can identify the bias coexisting with news frames. Given this theoretical argument, this study examines the extent to which media bias could coexist with the framing patterns of major online newspapers regarding the policy of taxing and raising the price of tobacco before and after its implementation. The South Korean government increased the tobacco tax and price from 2,500 won to 4,500 won on January 1, 2015. This study chose three major online newspapers (chosun.com, dongA.com, and Maeil Business) in South Korea. By using a grounded theory, this study found that the newspapers dedicated such diverse frames as public opinion, implementation, and side effects to their coverage of the policy. Before the policy implementation, the online newspapers focused on how interested groups, the public, and politicians tested the policy, why the government introduced the policy, and how it was implemented. After the implementation, the online newspapers highlighted economic aspects of the policy, its side effects, and the effectiveness for reducing smoking rates. In particular, the negative overtone of the frame of side effects was more salient, while the positive overtone of the frames of health and improvement was least visible.

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