GoalsConcepts

Political Communication: Agenda Setting,Priming, and Framing

POLS 418MWF 10:00-10:50

Drew Seib

March 9, 2011

Drew Seib Political Communication

GoalsConcepts

Before we get started...

I Midterm-Friday and covers all up to Kaid Chapter 10 in thesyllabus. Excludes Kaid Ch 4 and 5.

I Today will finish up Agenda setting and talk about the Nelsonarticle.

I Questions about the exam?

I News

Drew Seib Political Communication

GoalsConcepts

Before we get started...

I Midterm-Friday and covers all up to Kaid Chapter 10 in thesyllabus. Excludes Kaid Ch 4 and 5.

I Today will finish up Agenda setting and talk about the Nelsonarticle.

I Questions about the exam?

I News

Drew Seib Political Communication

GoalsConcepts

Before we get started...

I Midterm-Friday and covers all up to Kaid Chapter 10 in thesyllabus. Excludes Kaid Ch 4 and 5.

I Today will finish up Agenda setting and talk about the Nelsonarticle.

I Questions about the exam?

I News

Drew Seib Political Communication

GoalsConcepts

Before we get started...

I Midterm-Friday and covers all up to Kaid Chapter 10 in thesyllabus. Excludes Kaid Ch 4 and 5.

I Today will finish up Agenda setting and talk about the Nelsonarticle.

I Questions about the exam?

I News

Drew Seib Political Communication

GoalsConcepts

Before we get started...

I Midterm-Friday and covers all up to Kaid Chapter 10 in thesyllabus. Excludes Kaid Ch 4 and 5.

I Today will finish up Agenda setting and talk about the Nelsonarticle.

I Questions about the exam?

I News

Drew Seib Political Communication

GoalsConcepts

Goals

I Agenda Setting

I Priming

I Framing

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda Setting

I The salience of issues

I How can we distinguish agenda setting from priming?

I While agenda setting focuses on the salience of issues andattributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?

I “‘To frame is to select some aspects of a perceived reality andmane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda SettingI The salience of issues

I How can we distinguish agenda setting from priming?

I While agenda setting focuses on the salience of issues andattributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?

I “‘To frame is to select some aspects of a perceived reality andmane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda SettingI The salience of issues

I How can we distinguish agenda setting from priming?

I While agenda setting focuses on the salience of issues andattributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?

I “‘To frame is to select some aspects of a perceived reality andmane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda SettingI The salience of issues

I How can we distinguish agenda setting from priming?I While agenda setting focuses on the salience of issues and

attributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?

I “‘To frame is to select some aspects of a perceived reality andmane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda SettingI The salience of issues

I How can we distinguish agenda setting from priming?I While agenda setting focuses on the salience of issues and

attributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?

I “‘To frame is to select some aspects of a perceived reality andmane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Concepts

I Agenda SettingI The salience of issues

I How can we distinguish agenda setting from priming?I While agenda setting focuses on the salience of issues and

attributes of issues and candidates (what to think about),priming focuses on the consequences of agenda settingimportance for public opinion (what to think.

I How is framing different from agenda setting?I “‘To frame is to select some aspects of a perceived reality and

mane them more salient in a communicating text, in such away as to promote a particular problem definition, causalinterpretation, moral evaluation and/or treatmentrecommendation for the item described”’ (p. 263).

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?

I Japan: Issue of concern is reform. At the second level theagenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?

I Japan: Issue of concern is reform. At the second level theagenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?

I What have scholars found with regards to second level agendasetting?

I Japan: Issue of concern is reform. At the second level theagenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?

I Japan: Issue of concern is reform. At the second level theagenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?I Japan: Issue of concern is reform. At the second level the

agenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?I Japan: Issue of concern is reform. At the second level the

agenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Levels of Agenda Setting

I What are the two levels of agenda setting?

I Is second level agenda setting different from framing?

I What are some examples of second level agenda setting?I What have scholars found with regards to second level agenda

setting?I Japan: Issue of concern is reform. At the second level the

agenda was attributes of the system were emphasized overethics.

I Germany: Framing of an issue in addition to frequency ofcoverage can influence the overall salience of an issue. (Secondlevel can influence first level)

I Texas: Increase in public opinion on MIP from 3% to almost30%. This is a large increase. What was going on?

Drew Seib Political Communication

GoalsConcepts

Agenda Setting Affects

I Does agenda setting affect the way people behave?

I Does agenda setting in the media affect the policies that arepassed or taken up by legislative bodies?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?

I Influential news sources, such as the president or politicalcampaigns.

I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?I Influential news sources, such as the president or political

campaigns.I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?I Influential news sources, such as the president or political

campaigns.I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?I Influential news sources, such as the president or political

campaigns.I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?I Influential news sources, such as the president or political

campaigns.I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Who sets the agenda?I Influential news sources, such as the president or political

campaigns.I Other media (intermedia agenda setting).I Social norms and traditions.

I For presidents, does issue ownership matter?

I When it comes to campaigns, who sets the agenda, thecandidates, the media, or voters? Why?

I How do the media set the agenda for each other?

I How do social norms and traditions affect the agenda settingprocess?

Drew Seib Political Communication

GoalsConcepts

Who sets the agenda?

I Why is control of the agenda important?

I Does agenda setting, framing, or priming affect the waypeople think?

Drew Seib Political Communication

GoalsConcepts

Framing Effects?

I What is it that Nelson et al. want to study?

I What are the two frames used to by the authors?

I The authors recognize that framing alone may not explainchanges in people’s opinions. What other models do they test?

I How do the authors go about examining framing effects in thefirst part of their study?

I Now you may click on the continue button and participate ina version of Nelson et al’s experiment.

I Do you agree that a laboratory experiment (computer lab) isthe best method for examining framing effects?

Drew Seib Political Communication

GoalsConcepts

Framing Effects?

I What is it that Nelson et al. want to study?

I What are the two frames used to by the authors?

I The authors recognize that framing alone may not explainchanges in people’s opinions. What other models do they test?

I How do the authors go about examining framing effects in thefirst part of their study?

I Now you may click on the continue button and participate ina version of Nelson et al’s experiment.

I Do you agree that a laboratory experiment (computer lab) isthe best method for examining framing effects?

Drew Seib Political Communication

GoalsConcepts

Framing Effects?

I What is it that Nelson et al. want to study?

I What are the two frames used to by the authors?

I The authors recognize that framing alone may not explainchanges in people’s opinions. What other models do they test?

I How do the authors go about examining framing effects in thefirst part of their study?

I Now you may click on the continue button and participate ina version of Nelson et al’s experiment.

I Do you agree that a laboratory experiment (computer lab) isthe best method for examining framing effects?

Drew Seib Political Communication

GoalsConcepts

Framing Effects?

I What is it that Nelson et al. want to study?

I What are the two frames used to by the authors?

I The authors recognize that framing alone may not explainchanges in people’s opinions. What other models do they test?

I How do the authors go about examining framing effects in thefirst part of their study?

I Now you may click on the continue button and participate ina version of Nelson et al’s experiment.

I Do you agree that a laboratory experiment (computer lab) isthe best method for examining framing effects?

Drew Seib Political Communication

GoalsConcepts

Framing Effects?

I What is it that Nelson et al. want to study?

I What are the two frames used to by the authors?

I The authors recognize that framing alone may not explainchanges in people’s opinions. What other models do they test?

I How do the authors go about examining framing effects in thefirst part of their study?

I Now you may click on the continue button and participate ina version of Nelson et al’s experiment.

I Do you agree that a laboratory experiment (computer lab) isthe best method for examining framing effects?

Drew Seib Political Communication

GoalsConcepts

Expectations

Study 1 Free Speech Framing Public Order Framing

Tolerance for ralliesTolerance for speechReaction time for free speech wordsReaction time for disorder wordsReaction time for filler wordsImportance of free speechImportance of public order

Drew Seib Political Communication

GoalsConcepts

Results

Table 3 Free Speech Framing Public Order Framing

Tolerance for rallies 3.96 3.31Tolerance for speech 4.17 3.54Reaction time for free speech words 6.34 6.42Reaction time for disorder words 6.43 6.53Reaction time for filler words 6.35 6.48Importance of free speech 5.49 5.25Importance of public order 4.75 5.43

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication

GoalsConcepts

The Second Study

I The authors find support for framing effects in their firststudy, but they still do a second study. Why?

I Do the authors find any support for the cognitive accessabilitymodel?

I How does the authors’ first study differ from their secondstudy?

I Do the authors find anything different in their second study?

I Does framing matter and if so how?

I The KKK is somewhat of a dated example. Are thereexamples today similar to the KKK?

I Westboro and the KKK are two extreme examples laden withaffect. What about other examples of framing? How wouldwe test these and would we likely find the same results.

Drew Seib Political Communication