Framing as a Theory of Media Effects

Research on framing is characterized by theoretical and empirical vagueness. This is due, in part, to the lack of a commonly shared theoretical model underlying framing research. Conceptual problems translate into operational problems, limit-ing the comparability of instruments and results. In this paper I systematize the fragmented approaches to framing in political communication and integrate them into a comprehensive model. I classify previous approaches to framing research along two dimensions: the type of frame examined (media frames vs. audience frames) and the way frames are operationalized (independent variable or depen-dent variable). I develop a process model of framing, identifying four key processes that should be addressed in future research: frame building, frame setting, individual-level processes of framing, and a feedback loop from audiences to journalists. Entman (1993) referred to framing as “a scattered conceptualization ” (p. ␣ 51), with previous studies lacking clear conceptual definitions and relying on context-spe-cific, rather than generally applicable operationalizations. Brosius and Eps (1995) went even further, positing that framing is not a clearly explicated and generall