Getting Real: The Duration of Framing Effects

Abstract

A growing number of studies test the effects of news framing on citizens' understanding of politics. By employing experimental designs, these studies report significant effects for a multitude of issues and frames. However, what happens to the framing effect after initial exposure? Based on a "classic" framing experiment (n = 625), this article traces framing effects across a number of delayed time points: after 1 day, 1 week, and 2 weeks. Our results show that framing effects are surprisingly persistent. The duration of framing effects depended on a person's level of political knowledge, with moderately knowledgeable individuals displaying most persistent framing effects. Effects on individuals with high or low levels of political knowledge dissipated much quicker. © 2011 International Communication Association.