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Subject

Cognitive Structure of Voters for Political Candidates
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정치 후보자에 관한 유권자의 인지 구조

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Type
Academic journal
Author
Journal
Korean Society For Journalism And Communication Studies Korean Journal of Journalism & Communication Studies Vol.48 No.5 KCI Excellent Accredited Journal
Published
2004.10
Pages
243 - 269 (28page)

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Cognitive Structure of Voters for Political Candidates
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Abstract· Keywords

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What are the mental representations toward political candidates when voters are faced with a congressional election? This paper employs the means-end chain perspective to probe the cognitive structures of voters. In particular, it uses the laddering technique, which is designed not only to identify the major attributes of voting decision making but also to connect these characteristics to their consequences and values. This study explores that voters focus upon the political candidates' features, the parties, and the issues. The integrity of politicians is closely connected to the responsibility and responsiveness, which leads to the pursuit of social and political maturity. The parties are perceived either as conservative or liberal, which, in turn, leads to the stereotyping image, stability or change. It further compares the schemas of voters before and after the election. It apparently shows the sophistication of voters' schemas.

Contents

1. 문제 제기
2. 이론적 배경
3. 연구의 접근 시각
4. 래더링 방법
5. 선거일 이전의 조사 결과
6. 투표일 이후의 유권자 인식 구조
7. 결론
참고 문헌
Abstract

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UCI(KEPA) : I410-ECN-0101-2009-331-016383141