5.2 Framing and Agenda-Setting

Media shapes our views on important issues through framing and agenda-setting. By highlighting certain aspects of stories and giving more coverage to specific topics, news outlets influence what we think about and how we think about it.

This power to sway public opinion isn't always obvious. Repeated exposure to certain frames can deeply impact our attitudes. Meanwhile, the issues media focuses on often become the ones we care about most, affecting everything from politics to social change.

Media Effects on Public Opinion

Framing and agenda-setting concepts

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• Framing involves media presenting information by highlighting certain aspects and downplaying others (episodic frames focus on specific events or individuals while thematic frames examine broader context, causes, and consequences)
• Agenda-setting refers to media's ability to influence the importance of topics in the public agenda by the amount and prominence of coverage given to issues
  • Assumes that more media attention to an issue leads to greater public importance attributed to it (climate change, immigration)

Influence of media frames

• Media frames shape public perceptions and understanding of issues by emphasizing certain aspects and guiding audience interpretation (portraying a protest as peaceful or violent)
• Frames impact public discourse by setting the terms of the debate and limiting the range of perspectives and solutions considered (framing gun violence as a mental health issue vs a gun control issue)
• Repeated exposure to specific frames can reinforce particular viewpoints and become deeply ingrained in public consciousness, shaping attitudes and behaviors (stereotypical portrayals of minorities)

Media's issue prioritization role

• Media organizations decide which issues receive coverage and to what extent through gatekeeping, influenced by factors such as newsworthiness, organizational priorities, and societal norms
• Issue salience refers to the degree to which the public considers an issue important, and media coverage can increase the perceived salience of an issue (COVID-19 pandemic, racial justice protests)
• The more media attention an issue receives, the more likely the public is to consider it important, effectively setting the public agenda by consistently covering certain issues (economic inequality, healthcare reform)

Media vs political agendas

• Media coverage can pressure politicians to address specific problems or take particular actions by influencing political priorities (police brutality, climate change legislation)
• Political actors can attempt to shape media coverage through press releases, interviews, and events, strategically framing issues to gain favorable media attention (tax cuts, national security)
• Media and political agendas can reinforce each other in a symbiotic relationship where politicians focus on issues that generate media interest, while media covers issues pushed by political actors (election campaigns, policy debates)

Factors Influencing Framing and Agenda-Setting

Influence of media ownership and journalistic practices

• The interests and biases of media owners can influence framing and agenda-setting, with concentration of media ownership leading to a narrower range of perspectives and issues covered (Rupert Murdoch's media empire, Sinclair Broadcast Group)
• Journalistic norms and routines, such as objectivity and balance, can shape how issues are framed, while time constraints and resource limitations affect the depth and breadth of coverage (inverted pyramid structure, reliance on official sources)
• The sources journalists rely on, such as press releases, think tank reports, and expert opinions, can influence the framing of issues and shape media narratives (government officials, industry lobbyists)
• Media organizations may cater to the perceived interests and preferences of their target audience, with the desire to attract and retain audiences influencing the selection and presentation of issues (cable news networks, social media algorithms)