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Communication Research
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Elaboration of the Hostile Media Phenomenon

The Roles of Involvement, Media Skepticism, Congruency of Perceived Media Influence, and Perceived Opinion Climate

Jounghwa Choi

Hallym University

Myengja Yang

KT Corporation

Jeongheon JC Chang

Michigan State University

Hostile media perception (HMP) is a phenomenon showing the significance of individual factors in evaluation of media content. Extending theoretical understanding of HMP, this study has two purposes: (a) to examine the roles of different types of involvement in hostile media effect (HME), that is, value-relevant and outcome-relevant involvement, and (b) to explore relationships between HMP and other media-related perceptions, such as congruency of perceived media influence, media skepticism, and perceived opinion climate. Data were collected from college students in South Korea. Results suggest that value-relevant involvement, rather than outcome-relevant involvement, is a critical predictor of HMP in the context of news coverage of the National Security Law in Korea. HMP also was a significant predictor of congruency of presumed media influence, which in turn predicted perceived opinion climate.

Key Words: hostile media perception • involvement • presumed media influence • perceived opinion climate • media skepticism

Communication Research, Vol. 36, No. 1, 54-75 (2009)
DOI: 10.1177/0093650208326462
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A. C. Gunther, N. Miller, and J. L. Liebhart
Assimilation and Contrast in a Test of the Hostile Media Effect
Communication Research, December 1, 2009; 36(6): 747 - 764.
[Abstract] [PDF]