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FRAMING, AGENDA SETTING, AND PRIMING - SCHEUFELE & TEWKSBURY…
FRAMING, AGENDA SETTING, AND PRIMING - SCHEUFELE & TEWKSBURY
Objetivo
Examination of whether and how framing, agenda setting, and priming are related and what these relationships tell theorists and researchers about the effects of mass media. (p. 10)
DEFINICIONES
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Framing
Differs significantly from these accessibility-based models. It is based on the assumption that how an issue is characterized in news reports can have an influence on hoe it is understood by audiences (p. 11).
In order to efficiently process nw information individuals apply interpretive schemas or "primary frameworks" to classify information and interpret it meaningfully (p. 12).
Construct
Macroconstruct: refers to modes of presentation that journalists and other communicators use to present information in a way that resonates with existing underlying schemas among their audience (p. 12).
Microconstruct: describes how people use information and presentation features regarding issues as they form impressions.
Agenda setting
Refers to the idea that there is a strong correlation between the emphasis that mass media place on certain issues and the importance attributed to these issued by mass audiences (p. 11).
AS & P
Both effects are based on memory-based models of information processing. These models assume that people form attitudes based on the considerations that are most salient when they make decisions (p. 11).
Based on the common theoretical foundation, some researchers have argued that priming I a temporal extension of agenda setting (p. 11).
COMPARISON
News processing
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We could assume that framing effects occurs when audiences pay substantial attention to news messages. A parallel logic could be applied to the agenda-setting process.
There is at least one important distinction here. Attention to messages may be more necessary for a framing effect to occur the an agenda-setting effect. Mere exposure may be sufficient for agenda setting, but it is less likely to be so for framing effects (p. 14).
Repetition of frames should have a greater impact on less knowledgeable individuals who also are more attentive to peripheral cues, whereas more knowledgeable individuals are more likely to engage in systematic information processing by comparing the relative strength of alternative frames in competitive situations. (p. 14).
Framing processes in everyday news coverage may be mucho more complex and effects may, in fact, be a function of competing frames (p. 14).
Locus of effect
Agenda-setting & priming
Assume that the onus of effects lies with the heightened accessibility and issue receives from its treatment in the news. Thus, it is not information about the issue the has the effect; it is the facto that the issue has received a certain amount of processing time and attention that carries the effect (p. 14)
Looks on story selection as a determinant of public perceptions of issue importance and, indirectly through priming, evaluations of political leaders (p. 15).
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Framing
Assumes that the locus of effect lies within the description of an issue or the label used in news coverage about the indue. It is the underlying interpretive schemas that have been made applicable to the issue that are the central effect of a frame.
Focuses not on which topics or issues are selected for coverage by the news media, but instead on the particular ways those issues are presented (p. 15).
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Applicability effect
The outcome of a message that suggests a connection between two concepts such that, after exposure to the message, audiences accept that they are connected (p. 15).
How people think about an issue has implications for whether they think about it, as well (p. 17).
News production
Both frame building and agenda building refer to macroscopic mechanisms that deal with message construction rather than media effects (p. 12).
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How forces and groups in society try to shape public discourse about an issue by establishing predominant labels is of far greater interests from a framing perspective than from a traditional agenda-setting one (p. 13).