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.

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“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

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Understanding Slanted News:Republicans vs. Democrats 2008

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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

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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.