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Article

Framing effects are produced by political communications that emphasize certain characteristics or consequences of an issue or policy to the exclusion of other features. By increasing the accessibility of those characteristics in people’s judgments, individuals can be swayed between supporting and opposing a policy depending on the valence of the highlighted feature. The preference inconsistencies that define framing effects were generated initially in environments in which individuals responded to a singular framing of an issue (i.e., a one-sided frame) at the expense of alternative conceptualizations of the problem. An important question is whether framing effects can be diminished by the competition among ideas that is characteristic of democratic politics. The analysis of competitive framing has focused on the interaction between individual predispositions and processing styles and the combination of messages that individuals receive. The effectiveness of any particular communication strategy will depend on the characteristics of the target audience (specifically its values, knowledge, and processing style), the availability and applicability of the frames employed (i.e., whether they are strong or weak), and the degree to which there is competition and debate over the issues. Research has been based on increasingly realistic experimental designs that attempt to reproduce how people encounter and process communications about politics in natural environments. The competitive context affects how much information people receive as well as how they process that information. In noncompetitive political environments, individuals, especially those who are unmotivated, tend to apply whatever considerations are made accessible by the one-sided messages they receive. In contrast, competing frames tend to stimulate individuals to deliberate on the merits of alternative interpretations. The key difference between competitive framing in a single period versus over time is that when people receive competing messages about political issues over the course of a campaign or debate, their attitudes are affected not only by the content of the messages but also the sequence and timing of communications. The same set of messages will have a different impact depending on the order and combinations in which those messages were received. The most significant implication of these dynamics is that democratic competition—even when the opposing frames are balanced and of equal strength—may reduce or eliminate framing effects only when people receive the opposing frames simultaneously. The magnitude of framing effects at different junctures of a campaign depends on the extent of exposure to frames and the degree to which citizens learn and retain information derived from those frames. Individuals who more efficiently process and store information—the online processors and those with a strong need to evaluate—are less likely to be moved by the latest frame because they are stabilized by the attitudes they have developed in prior phases of the campaign. There are promising hints in over-time studies that longer-term exposure to debate (beyond the short-term campaigns simulated in experiments) could gradually familiarize motivated individuals with both sides of the issue and diminish the subsequent influence of one-sided frames.

Article

Political communicators have long used framing as a tactic to try to influence the opinions and political decisions of others. Frames capture an essence of a political issue or controversy, typically the essence that best furthers a communicator’s political goals. Framing has also received much attention by scholars; indeed, the framing literature is vast. In the domain of political decision making, one useful distinction is between two types of frames: emphasis frames and equivalence frames. Emphasis frames present an issue by highlighting certain relevant features of the issue while ignoring others. Equivalence frames present an issue or choice in different yet logically equivalent ways. Characterizing the issue of social welfare as a drain on the government budget versus a helping hand for poor people is emphasis framing. Describing the labor force as 95% employed versus 5% unemployed is equivalency framing. These frames differ not only by their content but also by the effects on opinions and judgements that result from frame exposure as well as the psychological processes that account for the effects. For neither emphasis nor equivalence frames, however, are framing effects inevitable. Features of the environment, such as the presence of competing frames, or individual characteristics, such as political predispositions, condition whether exposure to a specific frame will influence the decisions and opinions of the public.