deficient core knowledge, I propose that we turn an osten- sible weakness into a strength. We should identify our mission as bring- ing together insights and theories that would otherwise remain scattered in other disciplines. Because of the lack of interchange among the disci- plines, hypotheses thoroughly discredited in one field may receive wide acceptance in another. Potential research paradigms remain fractured, with pieces here and there but no comprehensive statement to guide re- search. By bringing ideas together in one location, communication can aspire to become a master discipline that synthesizes related theories and concepts and exposes them to the most rigorous, comprehensive state- ment and exploration. Reaching this goal would require a more self-con- scious determination by communication scholars to plumb other fields and feed back their studies to outside researchers. At the same time, such an enterprise would enhance the theoretical rigor of communication scholarship proper. The idea

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Framing: Toward Clarification of a Fractured Paradigm

■ Abstract The recent proliferation of scholarship on collective action frames and framing processes in relation to social movements indicates that framing processes have come to be regarded, alongside resource mobilization and political opportunity processes, as a central dynamic in understanding the character and course of social movements. This review examines the analytic utility of the framing literature for un- derstanding social movement dynamics. We first review how collective action frames have been conceptualized, including their characteristic and variable features. We then examine the literature related to framing dynamics and processes. Next we review the literature regarding various contextual factors that constrain and facilitate framing processes. We conclude with an elaboration of the consequences of framing processes for other movement processes and outcomes. We seek throughout to provide clarifi- cation of the linkages between framing concepts/processes and other conceptual and theoretical formulations relevant to social movements, such as schemas and ideology.

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Framing Processes and Social Movements: An Overview and Assessment

Research on framing is characterized by theoretical and empirical vagueness. This is due, in part, 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 of framing, identifying four key processes that should be addressed in future research: frame building, frame setting, individual-level processes of framing, and a feedback loop from audiences to journalists.

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Framing as a theory of media effects

This special issue of Journal of Communication is devoted to theoretical explanations of news framing, agenda setting, and priming effects. It examines if and how the three models are related and what potential relationships between them tell theorists and researchers about the effects of mass media. As an introduction to this effort, this essay provides a very brief review of the three effects and their roots in media-effects research. Based on this overview, we highlight a few key dimensions along which one can compare, framing, agenda setting, and priming. We conclude with a description of the contexts within which the three models operate, and the broader implications that these conceptual distinctions have for the growth of our discipline. doi:10.1111/j.1460-2466.2006.00326.x In 1997, Republican pollster Frank Luntz sent out a 222-page memo called ‘‘Language of the 21st century’’ to select members of the U.S. Congress. Parts of the memo soon spread among staffers, members of Congress, and also journalists. Luntz’s message was simple: ‘‘It’s not what you say, it’s how you say it’’ (Luntz, in press). Drawing on various techniques for real-time message testing and focus grouping, Frank Luntz had researched Republican campaign messages and distilled terms and phrases that resonated with specific interpretive schemas among audiences and therefore helped shift people’s attitudes. In other words, the effect of the messages was not a function of content differences but of differences in the modes of presentation. The ideas outlined in the memo were hardly new, of course, and drew on decades of existing research in sociology (Goffman, 1974), economics (Kahneman & Tversky, 1979), psychology (Kahneman & Tversky, 1984), cognitive linguistics (Lakoff, 2004), and communication (Entman, 1991; Iyengar, 1991). But Frank Luntz was the first professional pollster to systematically use the concept of framing as a campaign tool. The Democratic Party soon followed and George Lakoff published Don’t Think of an

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Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models

PART ONE: PRELIMINARIES 1. Introduction to the Book Our object of study The structure of the book Themes and issues in mass communication Manner of treatment How to use the book Limitations of coverage and perspective Different kinds of theory Communication science and the study of mass communication Alternative traditions of analysis: structural, behavioural and cultural Conclusion 2. The Rise of Mass Media From the beginning to mass media Print media: the book Print media: the newspaper Other print media Film as a mass medium Broadcasting Recorded music The communications revolution: new media versus old Differences between media Conclusion PART TWO: THEORIES 3. Concepts and Models for Mass Communication Early perspectives on media and society The 'mass' concept The mass communication process The mass audience The mass media as an institution of society Mass culture and popular culture The rise of a dominant paradigm for theory and research An alternative, critical paradigm Four models of communication Conclusion 4. Theory of Media and Society Media, society and culture: connections and conflicts Mass communication as a society-wide process: the mediation of social relations and experience A frame of reference for connecting media with society Theme I: power and inequality Theme II: social integration and identity Theme III: social change and development Theme IV: space and time Media-society theory I: the mass society Media-society theory II: Marxism and political economy Media-society theory III: functionalism Media-society theory IV: social constructionism Media-society theory V: communication technology determinism Media-society theory VI: the information society Conclusion 5. Mass Communication and Culture Communication and culture The beginnings: the Frankfurt School and critical cultural theory The redemption of the popular Gender and the mass media Commercialization Communication technology and culture Mass media and postmodern culture Conclusion 6. New Media - New Theory? New media and mass communication What is new about the new media? The main themes of new media theory Applying medium theory to the new media New patterns of information traffic Computer-mediated community formation Political participation, new media and democracy Technologies of freedom? New equalizer or divider? Conclusion 7. Normative Theory of Media and Society Sources of normative obligation The media and the public interest Main issues for social theory of the media Early approaches to theory: the press as 'fourth estate' The 1947 Commission on Freedom of the Press and the social theory of responsibility Professionalism and media ethics Four Theories of the Press and beyond The public service broadcasting alternative Mass media, civil society and the public sphere Response to the discontents of the public sphere Alternative visions Normative media theory: four models Conclusion PART THREE: STRUCTURES 8. Media Structure and Performance: Principles and Accountability Media freedom as a principle Media equality as a principle Media diversity as a principle Truth and information quality Social order and solidarity Cultural order The meaning of accountability Two alternative models of accountability Lines and relations of accountability Frames of accountability Conclusion 9. Media Economics and Governance Media 'not just any other business' The basics of media structure and levels of analysis Some economic principles of media structure Ownership and control Competition and concentration Mass media governance The regulation of mass media: alternative models Media policy paradigm shifts Media systems and political systems Conclusion 10. Global Mass Communication Origins of globalization Driving forces: technology and money Global media structure Multinational media ownership and control Varieties of global mass media International media dependency Cultural imperialism and beyond The media transnationalization process International news flow The global trade in media culture Towards a global media culture? Global media governance Conclusion PART FOUR: ORGANIZATIONS 11. The Media Organization: Pressures and Demands Research methods and perspectives The main issues Levels of analysis The media organization in a field of social forces Relations with society Relations with pressure and interest groups Relations with owners and clients Relations with the audience Aspects of internal structure and dynamics The influence of personal characteristics of mass communicators Role conflicts and dilemmas Conclusion 12. The Production of Media Culture Media-organizational activities: gatekeeping and selection Influences on news selection The struggle over access between media and society The influence of sources on news Media-organizational activity: processing and presentation The logic of media culture Alternative models of decision-making The coming of convergence culture: consumers as producers Conclusion PART FIVE: CONTENT 13. Media Content: Issues, Concepts and Methods of Analysis Why study media content? Critical perspectives on content Structuralism and semiology Media content as information Media performance discourse Objectivity and its measurement Questions of research method Traditional content analysis Quantitative and qualitative analysis compared Conclusion 14. Media Genres and Texts Questions of genre Genre and the internet The news genre The structure of news: bias and framing News as narrative Television violence The cultural text and its meanings Conclusion PART SIX: AUDIENCES 15. Audience Theory and Research Traditions The audience concept The original audience From mass to market Goals of audience research Alternative traditions of research Audience issues of public concern Types of audience The audience as a group or public The gratifi cation set as audience The medium audience Audience as defi ned by channel or content Questions of audience reach Activity and selectivity Conclusion 16. Audience Formation and Experience The 'why' of media use A structural approach to audience formation The uses and gratifi cations approach An integrated model of audience choice Public and private spheres of media use Subculture and audience Lifestyle Gendered audiences Sociability and uses of the media Normative framing of media use Audience norms for content The view from the audience Media fandom The end of the audience? The 'escape' of the audience The future of the audience The audience concept again Conclusion PART SEVEN: EFFECTS 17. Processes and Models of Media Effects The premise of media effect The natural history of media effect research and theory: four phases Types of communicative power Levels and kinds of effects Processes of media effect: a typology Individual response and reaction: the stimulus-response model Mediating conditions of effect Source-receiver relations and effect The campaign Conclusion 18. Social-Cultural Effects A model of behavioural effect The media, violence and crime Media, children and young people Collective reaction effects Diffusion of innovation and development The social distribution of knowledge Social learning theory Socialization Social control and consciousness formation Cultivation Media and long-term social and cultural change Entertainment effects Conclusion 19. News, Public Opinion and Political Communication Learning from news News diffusion Framing effects Agenda-setting Effects on public opinion and attitudes The elaboration-likelihood model of infl uence The spiral of silence: the formation of climates of opinion Structuring reality and unwitting bias The communication of risk Political communication effects in democracies Effects on the political institution and process Media influence on event outcomes Propaganda and war Internet news effects Conclusion EPILOGUE 20. The Future of Mass Communication Origins of the mass communication idea The end of mass communication? The survival of mass communication The consequences of new media for mass communication Conclusion

McQuail's mass communication theory

In the American political process, news discourse concerning public policy issues is carefully constructed. This occurs in part because both politicians and interest groups take an increasingly proactive approach to amplify their views of what an issue is about However, news media also play an active role in framing public policy issues. Thus, in this article, news discourse is conceived as a sociocognitive process involving all three players: sources, journalists, and audience members operating in the universe of shared culture and on the basis of socially defined roles. Framing analysis is presented as a constructivist approach to examine news discourse with the primary focus on conceptualizing news texts into empirically operationalizable dimensions—syntactical, script, thematic, and rhetorical structures—so that evidence of the news media's framing of issues in news texts may be gathered. This is considered an initial step toward analyzing the news discourse process as a whole. Finally, an ex...

Framing analysis: An approach to news discourse

Problems and Opportunities in Agenda‐Setting Research

Framing analysis can contribute mightily to the understanding of social protest, social change, and social control. Major goals in the study of framing and social protest include identifying and outlining the dominant frame for a social controversy and variations within that frame as well as alternative frames promoted by challenge groups. A second goal of framing study is identifying the array of strategies and tactics groups employ to influence social framing of a topic. A third is determining the popular reading of newspaper stories, televised news coverage, and so forth, in terms of the ultimate framing of the controversy by the wider public. The text features that most distinguished alternative frames were: the nature of the conflict portrayal; metaphors and narratives used; the emphasis or lack there of concerning the social critique forwarded by the anarchists; the portrayal of the anarchists themselves; the portrayal of the police; and the role assigned to bystanders.

Framing as a Strategic Action in Public Deliberation

A decade ago, we contributed a chapter on political communication
effects (McLeod, Kosicki, & McLeod, 1994) to Bryant and Zillman’s (1994)
collection of essays on media effects. In that chapter, we argued that
recent developments in political communication research indicated a
renewed concern for normative orientations about how social institutions
“ought to” work, a concern that had been largely ignored by political
communication researchers since the days of Walter Lippman (1922).
Since this chapter was published, a flourish of interest in the concepts of
social capital, the public sphere, social protest, and civic journalism indicate the implicit concern that many political communication researchers
have for the importance of citizen participation in democratic societies. To
reflect this expanded concern, the scope of this chapter has been broadened to include research on civic engagement, participation, and socialization. The value of participatory democracy, active and widespread
popular participation informed by a free and responsible press, serves as
an important impetus to political communication research. In reviewing
political communication research, we broaden the scope beyond the individual level to macro-level concerns about the role of mass media in
democratic systems. We also expand the traditional emphasis on voting
research to encompass a broad conception of the antecedents and consequences of political communication.

Resurveying the boundaries of political communication effects

The period between August 1990 and early November 1992 was characterized by two “issue regimes,” the Gulf War and an economic recession. Analysis of aggregate media content and opinion poll data shows that President George Bush's job approval ratings were closely tied to the changes in the salience of these two issues. Guided by priming theory, hypotheses were formulated and tested concerning media effects on voters' evaluations of President Bush. Results show that the pattern of forming Bush's approval ratings is related to two different issue regimes. The total dominance of the public arena by one issue during an issue regime sets the foundation of Bush's overall approval ratings. However, direct media priming effects are found limited. Implications of these results are discussed.

Gerald M. Kosicki

Papers

Framing analysis: An approach to news discourse

Problems and Opportunities in Agenda‐Setting Research

Framing as a Strategic Action in Public Deliberation

Resurveying the boundaries of political communication effects

Priming and Media Impact on the Evaluations of the President's Performance: