Media framing and perceptions of housing tax policy: a quasi-experimental approach

Source abstract

This study explores how media framing of housing policies influences public perceptions of housing tax policy. Using a quasi-experimental design, this study analyzes the impact of exposure to media tones—whether critical or supportive—on individuals’ attitudes toward a housing tax increase policy in South Korea. Political belief and taxpayer status serve as major determinants of opinions on housing tax increase policies, but media framing also plays a moderating role in shaping these policy attitudes. In general, taxpayers and politically conservative respondents tended to be less supportive of the housing tax increase policy compared to non-taxpayers and liberals, respectively. Interestingly, taxpayers who encountered critical media coverage exhibited even lower support, whereas supportive media coverage slightly increased their acceptance. Moreover, among the group exposed to both critical and supportive media frames, the differences in policy attitudes based on progressive or conservative political orientation and taxpayer status were significantly reduced, indicating the importance of balanced media literacy in shaping public opinion on policy issues. The findings of this study enhance the understanding of media influence in housing policy debates and provide valuable insights for policymakers and the public.