5.2 Framing theory and political communication

Framing theory in political communication explores how information presentation shapes public understanding. It examines how politicians and media select and emphasize certain aspects of reality to influence public discourse and voter perceptions.

Framing strategies impact policy preferences, voting behavior, and political engagement. Different types of frames, from issue-based to strategic, shape how people process political information and form opinions on complex topics.

Framing in Political Communication

Fundamentals of Framing Theory

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• Framing theory proposes that presentation of information influences how people process it
• Political communication framing involves selecting and emphasizing certain aspects of perceived reality
• Frames in political messages define problems, diagnose causes, make moral judgments, and suggest remedies
• Framing process includes frame-building (creation) and frame-setting (audience effects)
• Impacts public understanding by highlighting certain aspects while downplaying others
• Politicians and media use framing to shape public discourse and influence voters
• Framing effectiveness depends on source credibility, cultural resonance, and audience beliefs

Framing Strategies and Impacts

• Shapes public perception by emphasizing specific aspects of issues
• Repeated frames increase accessibility in people's minds, influencing judgment
• Framing effects moderated by political knowledge, issue relevance, and pre-existing attitudes
• Competitive framing leads to frame contests influencing public opinion over time
• Impacts policy preferences by altering perceived importance of issue considerations
• Influences voting behavior, policy support, and political engagement
• Long-term exposure to consistent frames can change issue conceptualization and ideological orientations

Types of Political Frames

Issue-Based Frames

• Episodic frames focus on specific events or cases, personalizing political issues (Syrian refugee crisis)
• Thematic frames place issues in broader context, emphasizing general trends (long-term immigration patterns)
• Conflict frames emphasize disagreement, simplifying issues into opposing sides (pro-life vs. pro-choice debate)
• Human interest frames bring emotional angles to political issues (individual stories of healthcare struggles)
• Economic consequence frames present issues in terms of economic impact (effects of trade policies on local businesses)

Strategic and Moral Frames

• Morality frames contextualize issues within moral or religious tenets (same-sex marriage debate)
• Responsibility frames attribute issue responsibility to government or individuals (climate change policies)
• Strategy frames present politics as a game, focusing on winning, losing, and polls (election horse-race coverage)
• Game frames emphasize political maneuvering and tactics (legislative negotiations)
• Policy frames focus on substantive details of proposed solutions (healthcare reform specifics)

Framing and Public Opinion

Cognitive Effects of Framing

• Shapes issue perception by emphasizing certain aspects and downplaying others
• Increases accessibility of specific considerations in people's minds
• Alters criteria people use to form opinions on political issues
• Impacts how people conceptualize and understand complex political topics
• Influences the perceived importance of different policy considerations
• Affects information processing and decision-making in political contexts
• Interacts with individual-level factors like political knowledge and personal relevance

Framing Effects on Political Behavior

• Influences voting decisions by highlighting certain candidate qualities or issue positions
• Shapes policy preferences by emphasizing particular aspects of proposed solutions
• Affects levels of political engagement and participation (voter turnout)
• Impacts support for specific policies or government actions (foreign interventions)
• Influences public discourse and debate on political issues
• Can lead to changes in long-term ideological orientations through consistent exposure
• Interacts with other media effects like agenda-setting and priming

Ethics of Framing in Journalism

Ethical Challenges in Political Reporting

• Raises concerns about journalistic responsibility to present information fairly
• Selective framing can lead to biased reporting, potentially misleading audiences
• Debates persist about possibility of truly objective journalism due to inherent framing
• Ethical considerations include source transparency, context provision, and avoiding sensationalism
• Framing techniques can conflict with professional norms of objectivity and impartiality
• Framing choices have significant societal impacts, influencing discourse and policy outcomes
• Media literacy education helps audiences critically evaluate framing in political news

Balancing Framing and Journalistic Integrity

• Journalists must navigate between engaging storytelling and maintaining objectivity
• Ethical framing involves presenting multiple perspectives on complex issues
• Transparency about framing choices can enhance journalistic credibility
• Fact-checking and context provision are crucial for responsible political reporting
• Balancing episodic and thematic frames can provide both personal and broader perspectives
• Ethical considerations in source selection and quote framing impact story narratives
• Regular reflection on framing practices helps maintain ethical standards in political journalism