PR커뮤니케이션의 담론 경쟁과편향적 언론 보도:원자력 이슈에대한 여론에 미치는 효과를 중심으로

초록

The extent to which selective exposure to partisan news media and perceived knowledge about nuclear energy independently as well as interactively influence nuclear reliability, attitude, and behavioral intention was empirically examined in this study. The findings demonstrated that selective exposure to partisan news media had statistically significant effects on nuclear reliability, attitude, and behavioral intention. Selective exposure to partisan news media, at the same time, significantly interacted with perceived knowledge about nuclear energy in explaining variance in nuclear reliability, attitude, and behavioral intention. Selective exposure to partisan news media and bipolarization of public opinion on the nuclear issue are theoretically and practically discussed from a public relations perspective.

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