How Viagra Has Been Framed Since Its Launch: A Framing Analysis of Major Newspapers in South Korea and the USA.

This study was designed to examine whether Viagra has been covered differently or similarly by major newspapers in South Korea and the United States, holding that a different sexual culture exists. A total of 421 articles from four major newspapers, Chosun Ilbo and Dong-A Ilbo in Korea, and the American newspapers, The New York Times and USA Today, were analyzed. We found that Korean newspapers covered Viagra as a medical drug rather than an influencer, whereas American newspapers more frequently framed Viagra as social influencer. Also, it was determined that American newspapers more frequently used drug manufacturers and patients as their information sources, whereas, Korean papers utilized government and international or foreign news as their information sources. More findings and implications are discussed in detail. [ABSTRACT FROM AUTHOR]