Framing Flames: The structure of argumentative messages on the net

Abstract

The purpose of this study was to assess the use, in computer-mediated communication, of the strategic message structuring tactic known as framing. Interlocutors in computer-mediated environments have software supported systemic resources facilitative of constructing messages using framing tactics in their argumentative discourse. It is hypothesized that framing strategies are related to the emotional tenor of a disputant's message and that a speaker's emotional involvement with an issue should be curvilinearly related to the appropriation of framing as an argumentative discourse strategy. Results from the analysis of 3000 messages, obtained from a diverse sampling of computer-mediated discussion groups and forums, provided support for the primary hypothesized relationship. A speaker's emotional involvement was significantly and curvilinearly related to two message framing devices (message dependency and coalition building) and a measure of conciliatory face-saving moves.