Research on framing is characterized by theoretical and empirical vagueness. This is due, in pan, to the lack of a commonly shared theoretical model underlying framing research. Conceptual problems translate into operational problems, limiting the comparability of instruments and results. In this paper I systematize the fragmented approaches to framing in political communication and integrate them into a comprehensive model. I classify previous approaches to framing research along two dimensions: the type of frame examined (media frames vs. audience frames) and the way frames are operationalized (independent variable or dependent variable). I develop a process model offraming, identifying four key processes that should be addressed in future research: frame building, frame setting, individuallevel processes offraming, and a feedback loop from audiences to journalists.
CITATION STYLE
Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103–122. https://doi.org/10.1111/j.1460-2466.1999.tb02784.x
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