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This study was designed to compare the coverage of Viagra by newspapers in South Korea and the United States, considering that different sexual cultures exist in these two countries. A total of 421 articles from four major news- papers, Chosun Ilbo and Dong-A Ilbo in Korea and The New York Times and USA Today in the United States, were ana- lyzed. It was found that Korean newspapers covered Viagra as a medical drug, whereas American newspapers more fre- quently framed Viagra as a social influencer. Also, it was determined that American newspapers more frequently drew in- formation from drug manufacturers and patients, whereas Korean papers utilized experts, the government, and interna- tional or foreign news as their information sources. Further findings and implications also are discussed.

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