Key research themes
1. How do media texts and communicators selectively emphasize aspects of reality to shape audience perceptions, and what are the mechanisms of media framing?
This theme focuses on understanding the foundational processes of framing as a communication phenomenon: how communicators and media texts select and highlight certain aspects of perceived reality to promote specific problem definitions, causal interpretations, moral evaluations, and treatment recommendations. It investigates the theoretical clarifications of framing, its cognitive and communicative components, locations of frames in the communication process, and the interaction between textual frames and audience schemata. This area matters as it underpins empirical research on framing effects and guides the operationalization of framing analysis across media content studies.
2. How do visual elements interact with textual elements in news media to produce framing effects on audience opinions and behaviors?
This research strand investigates the specific role and influence of visuals—especially images—in news framing, examining how visual and textual frames combine or diverge in impacting public opinion and behavioral intentions. Understanding this multimodal framing interaction is crucial in an era of highly visual media environments, where emotional salience and immediacy of visuals may drive distinct cognitive and affective responses compared to text, affecting how audiences perceive and respond to news issues like war and conflict.
3. How do journalists and external actors interact in the co-construction and contestation of frames within the news production process, and what factors influence successful frame building?
This theme explores the dynamic and reciprocal relationships between journalists and frame sponsors—political actors, interest groups, and other nonmedia agents—in the genesis, contestation, and institutionalization of media frames. It addresses how power, authority, stakes in issues, and media routines shape which frames gain prominence. Understanding these interactions elucidates the socio-political context of framing and advances comprehension of frame building as a multilateral negotiation process reflecting both organizational and societal influences.