Home Team Effect and Opinion Network after the Sewol Ferry Disaster: A mixed-method study of the influence of symbol and feedback on liberal versus conservative newspapers’ negative opinions

Studies on the symbol and feedback effects on the opinion based on the theory are lacking. Acknowledging that the media express their stance and opinion and that negative opinions are critical to policy change, this paper fills the gap in the literature by illustrating and comparing the effects of emotional and cognitive symbols and positive and negative feedback on the liberal and conservative newspapers’ negative opinions of South Korean President Park Geun-hye’s administration (Park administration) after the Sewol Ferry sank. This study used qualitative and quantitative methods to analyze the archival data, including 424 newspaper editorials and economic data published from April to December 2014. Multiple regression analyses were conducted following a content analysis of newspaper editorials, and network analysis was used to analyze the data. The results mostly supported the hypotheses that symbols and feedback affect the negative opinion on the political discourse, with new findings that deviate from the existing theories. The emotional symbols exerted a stronger influence on the negative opinion compared to cognitive symbols, regardless of the newspaper’s stance. The political system’s response to the positive and negative feedback was not definite; instead, it varied depending on the situation and newspaper perspective. The liberal newspaper responded to symbols and feedback more sensitively compared to the conservative one under the conservative administration. The conservative newspaper expressed more lenient negative opinions towards the conservative administration than the liberal newspaper, supporting the home team effect. These findings have practical and theoretical implications for future studies, highlighting the application of opinion networks in social science.

Ki Woong Cho