This study examines public attitudes toward a widely publicized sexual misconduct scandal involving a prominent male celebrity, Masahiro Nakai, in Japan, alongside the ensuing controversy surrounding a major television station, Fuji TV. The research investigates how distinct patterns of media consumption shape individuals' attitudes of both the accused and the media organization implicated.
A total of five hundred and ninety-eight respondents participated in the survey, with 42.6% identifying as female. Participants were categorized into three groups based on their primary media consumption: mass media users, internet users, and mixed-media users.
The findings revealed significant differences in attitudes across these groups. Respondents who primarily relied on traditional mass media—such as television and newspapers—tended to express more favorable views toward both the celebrity and the television station, appearing more accepting of the scandal and less critical of the institutional response. In contrast, those who mainly accessed internet-based platforms—such as social media, online news, and video sharing services—exhibited markedly more punitive attitudes, condemning the celebrity's actions and criticizing the television station's handling of the issue. Participants engaged with a combination of media sources demonstrated intermediate attitudes, suggesting that exposure to diverse media narratives may foster more balanced or ambivalent perspectives.
These results highlight the influential role of media framing in shaping public opinion, particularly in cases involving ethical misconduct and institutional accountability. The study contributes to a broader understanding of how media ecosystem influences social judgments and underscores the importance of considering media diversity when analyzing public responses to controversial events.
By integrating insights from media psychology and public opinion research, this work offers implications for scholars, journalists, and policymakers seeking to navigate the complex interplay between media narratives and societal attitudes in high-profile ethical controversies.