Frame Intensity Effects of Television News Stories About a High-Visibility Protest Issue

Abstract

Abstract This study investigated the effects of the intensity of the protest paradigm frame in news stories about social protests. In contrast to previous research, this experiment examined framing effects in the context of a highly visible and familiar issue. The intensity of the application of the protest paradigm frame and its attendant signifying elements and framing devices were manipulated in television news stories about pro-choice and pro-life protests. Specifically, the high-intensity protest paradigm frame conditions were more critical of the protesters. We tested six hypotheses regarding whether this greater frame intensity would lead viewers to be more negative toward the protesters. Results showed significant main effects of frame intensity for some dependent measures but not others. The findings offer more evidence of framing effects but also suggest limitations on their influence.