Framing-effects approach: A theoretical and methodological critique.
In: Communications - European Journal of Communication Research, Vol. 29, No. 4: pp. 401-428
The article deals with research on framing effects. First, I will start with classifying different approaches on framing. Subsequently, I will provide a definition of the concepts of frame, schema and framing, expand on framing research conducted so far - both theoretically and operationally. Having this equipment at hand, I will initiate a discussion on studies of framing-effects in terms of theory, methods and empirical results. This discussion leads to the conclusion that studies on framing effects are insufficiently concerned with the more recent psychological constructs and theories. In merely focusing on the activation of schemata, most studies ignore the more elaborate types of framing-effects. Therefore, several empirical questions remain unanswered and some methodical chances seem to be wasted.