Framing Politics in the Media:Academic Thinking
Robert M. EntmanJ.B. and M.C. Shapiro Professor
School of Media and Public AffairsThe George Washington University
2010 ACOP ConferenceBilbao, Spain
Framing defined
Selecting a few facets of perceived realityand connecting them in a narrative thatpromotes one interpretation
Chong and Druckman (2007) summarizeacademic research on framing in politics• [R]eview suggests that it is possible for
people to have the kind of firm, full, andarticulate opinions that … are lesssusceptible to manipulation and framingeffects. Deliberation, discussion,exposure to information and to a range ofalternative arguments raises the quality ofopinion by reducing ambivalence andsteadying one’s preferences. People whoare better informed … are less likely to beswayed by how other people frame theissues for them.
Toward a more political theory of framing
• Politically, it matters less what“people” in general “can” do thanwhat those with malleable opinionswill do.
• Academic research focuses largelyon individual-level effects. Theunderlying assumptions:–Elites can aggregate individual
opinions into a true “public opinion”–Elites want to or must respond to
public opinion
•In fact, elites compete to manage publicopinion and exercise power, not to informcitizens or promote democracy.
•Specific media rarely make “a range ofalternative arguments” easily accessible;nor do many individuals seek this.
•Researchers must understand creation,circulation and effects of frames at everylevel of the political communication system,and across time.
A Political Theory of Framing & Power• Framing at levels from:
– the political communicators (officials) to– media communicators (journalists) to– communicating texts (news reports,
editorials, “fake news”) to the– public
• At each level, information is processedaccording to actors’ decision-makingbiases and existing schemas.
Power
• Definition: getting people to behaveas an actor wishes
• Successful framing influences peopleto think & feel as the actor prefers;encourages them to act accordingly
• Framing therefore an important tool ofpolitical power
Slanted Framing
Characterizes communications thatframe an issue, political actor orevent in ways that favor one sideover others in a current or potentialdispute over government policy.
Goal of elite political communication:
•Consistently slanted framingacross time and levels ofcommunication.•Promotes the ability of an actor toprevail over opponents in policydisputes.
Research shows:
• Slanted, one-sided framing depends oninteractions:– Political skill of contending parties x media
decision-making heuristics x (usuallydebatable) facts
• Interactions can help or hurt differentparties and leaders depending onsituation.
10
“Facts”
Government skill
Opposition Skill
Market Heuristics
Watchdog Heuristics
Ideological Bias
Random chance
One-sided NewsFraming
Media heuristics
• Market: Audience asconsumers– Simplification– Symbolization– Stereotyped novelty
• Watchdog: Audienceas citizens– Popularity– Power
12
13
Understanding Slanted News:Republicans vs. Democrats 2008
14
Early Coverage Slants Heavily TowardsRepublicans, Mainly Because of Palin
ABC World News and NBC Nightly News Aug 24-Sept 13
Different Skill Levels: Democrats Slanted News AgainstThemselves, Republicans For Themselves
Sources of praiseand criticism
Cascading Frame Activation: Initial Palin News
Level 1:Culture
Levels 2 &3:Elites and Media
Level 4: Communications
Level 5: Public Opinion
Time – 1: Palin in obscurity Time 2: Opposition famingabsent, media receive oneframe, slant positive
Event at Time 1: Palinnominated & GOP skillfullyframes
Culture• Schemas in mindsof elites and publics• Frames inliterature, film,news, education
Communicator Networks•Elites’ strategic frames•Media’s non-strategicframes
Public Opinion Indicators• Non-strategic communication
•Polls, votes•Strategic framing
•Social movements, blogs
Frames
Frames
Frames
Communication Texts• News•Infotainment•Blogs/ Websites•F2F communication
Cascading Activation 1 week
Level 1
Level 2 &3
Level 4
Level 5
T3 : Palin feedback initially positive, reflected inpositive polls, crowds, blogs
Culture• Schemas in mindsof elites and publics• Frames inliterature, film,news, education
Communicator Networks•Elites’ strategic frames•Media’s non-strategicframes
Public Opinion Indicators• Non StrategicCommunication
•Polls, votes•Strategic framing
•Social movementsblogs
Frames
Frames
Frames
Communication Texts• News•Infotainment•Blogs/ Websites•F2F communicationFrames
Cascading Activation after 4 Weeks
Level 2
Level 4
Level 5
Time 4: Palin violates cultural standards: Dems & media challenge Repub frame; facts change
StrategicCommunicatorsElite Team A (REPUBS)
Public opinion Indicators• Non strategic framing
•Polls, votes•Strategic framing
•Social movements,blogs
Communication Texts• News•Infotainment•Blogs/ Websites•F2F communication
StrategicCommunicatorsElite Team B (DEMS)
Time 5: Feedback mixed, slant shifts
Level 3Media•NYT, WP, ABC, Time•McClatchy, LAT, Globe
19
ECONOMIC CRISIS HITSSlant Turns Pro-Democratic
(ABC, Sept. 14-Nov. 3)
Independent vote crucial
Party ID O b a m a M c C a i n O t h e r
Democrat (39%) 89% 10% 1%Republican (32%) 9% 90% 1%Independent (29%) 52% 44% 4%
Source: Gallup exit poll 2008
Conclusion
•Facts matter, but framing matters more.•Much depends on skill of those competing todominate the media’s framing.•Skill=communicating in words, images andstyles congruent with media heuristics.•Media framing can help political leaders andparties, business and other interests at onetime, hurt them another, even with similar facts.