Framing, the Others, and Me: Effects of Media Frames on Perceptual Judgments

• In Event: Advances in Framing Research: Experimentation

Abstract

This study focuses on the effects of media frames on third-person perceptions (3PP) and thus draws attention to the relationship between two of the most commonly utilized research approaches in communication studies. Conducting two 3 × 2 between-subjects experiments, we exposed 378 German student participants to a news story that varied in terms of media frame valence (opportunity, risk, balanced) and target of effects (children/adolescents, adults). Addressing possible effects of topic, we created news stories that either dealt with the effects of video gaming (N = 190) or social networking sites (N = 188). Results indicate that media framing is indeed able to affect perceptual judgments. Both frame valence and the focus on specific targets had an influence on assessment of effects on self and others. Additionally, we found 3PP to be moderated by individual usage habits.

Authors

• Anna Sophie Kuempel, LMU Munich

• Alexander T. Haas, LMU Munich