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Framing Definition

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Framing, Agenda Setting, and Priming: The Evolution of Three Media Effect Models by Dietram A. Scheufele & David Tewksbury

In this article, Scheufele & Tewksbury describe the theories of news framing, agenda setting and priming and begin to explain how theorists have shown them to be related and different. Framing refers to how information about an issue is presented and influences an audience's understanding of an issue. The authors describe this as an applicability effect. This is because framing involves the suggesting that two concepts are connected. When one is exposed to messages that do this they begin to accept that the two concepts are connected. Agenda setting occurs when the issues that are given prominence by mass media are also considered important by the audience. Priming happens when audiences base their evaluations of politicians and governments on information they receive from media. The authors describe agenda setting and priming as accessibility effects as they involve the idea that information is made more accessible in the minds of audience members by mass media. One important piece of information the authors share about these …show more content…
Framing is a tool used to influence how voters think about issues. Framing also helps us begin to understand why voters think about issues the way they do or why media covers issues in a certain way. Agenda setting and priming help us understand certain issues are considered important by media and voters and how voters evaluate political leaders. The conditions that impact the ability of these effects to take hold are also interesting in our current political and media environments. Particularly, the idea that more exposure is needed for framing effects to occur. With 24-hour news networks such as Fox News and the always available Internet, there are many more opportunities for voters to be reached with these

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