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Browsing by Author Hyoungkoo Khang

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  • A cross-cultural perspective on televised political advertising during the presidential election between the US and South Korea: 1992–2012

    • Authors: Soobum Lee; Hyoungkoo Khang; Yeojin Kim (2016)

  • Our study was motivated by the fact that, despite the increasing pervasiveness of political advertising in the political process of many democracies, little empirical research has been conducted to unveil common patterns or crucial differences of political spots across cultural boundaries. Our study thus provided one opportunity to gain better understanding and insights into how media phenomena are related to cultural orientation by comparing and contrasting the content of political spots across the United States and South Korea. In particular, this study analyzed verbal components of political spots in both US and Korean presidential elections over the past 20 years. To the extent th...
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  • Exploring linkage of message frames with personality traits for political advertising effectiveness

    • Authors: Eun-kyoung Han; Chanho Park; Hyoungkoo Khang (2018)

  • This study examined the different and combined effects of regulatory focus (i.e. prevention-focused vs. promotion-focused) and issue involvement (i.e. high vs. low) with message frames (i.e. prevention-framed vs. promotion-framed) on attitude toward ads, message preference, and voting intention. Taken together, our findings revealed statistically significant two-way interaction effects of regulatory focus and message frames on all dependent measures, including attitude toward ads, message preference and voting intention; however, neither regulatory focus nor message frames exhibited primary effects on those dependent variables. Further, issue involvement was found to have a statistic...