ABSTRACT The present study uses data from the 2011 Seoul mayoral election to study attribute agenda setting and affective priming. By combining a content analysis of the candidate coverage in seven major news outlets and an exit poll of voters (N = 690) on Election Day, it investigates the relationships between the cognitive and affective components of candidate attributes most highlighted by the news media and most accessible in voters’ memories, feelings toward political candidates, and vote choices among actual voters who had just cast their ballots. It also explores how these relationships differ depending on individuals’ news media exposure. The study found that mediated election campaigns influence public opinion and behavior through both cognitive and affective priming. That is, campaign news can semantically prime certain aspects of candidate images while eliciting affective reactions to those aspects through its evaluative tones. In this process, political candidate traits mediated by the news media can meaningfully influence voters’ political judgments.

中文翻译：

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韩国大选中的属性议程设置和情感启动：媒体对候选人属性的描述如何影响政治决策

摘要 本研究使用 2011 年首尔市长选举的数据来研究属性议程设置和情感启动。通过结合七大新闻媒体对候选人报道的内容分析和选举日选民（N = 690）的退出民意调查，它调查了新闻媒体最突出的候选人属性的认知和情感成分之间的关​​系。在选民的记忆、对政治候选人的感受以及刚刚投票的实际选民中的投票选择中可以访问。它还探讨了这些关系如何因个人的新闻媒体曝光而异。研究发现，有中介作用的竞选活动通过认知和情感启动来影响公众舆论和行为。那是，竞选新闻可以在语义上引发候选图像的某些方面，同时通过其评价语气引发对这些方面的情感反应。在这个过程中，以新闻媒体为中介的政治候选人特质可以对选民的政治判断产生有意义的影响。