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A Typology of Framing Research: It needs to be tangible
Unformatted Document Text:  A Typology of Framing Research-- 16 seem or appear: Candidates compete for their advantage during an election. In the strategic schematic news coverage, as a result, the press gives a priority to scrutinize candidates’ statement for an ulterior motive. This reporting style is referred to as a game frame or strategy frame that “emphasize who is ahead and behind, and the strategies and tactics of campaigning necessary to position a candidate to get ahead or stay ahead” (Cappella & Jamieson, 1997, p.33). Table 1 About Here It is assumed that people have a strategy schema (Patterson, 1993; Rhee, 1997). Assuming that the content of political knowledge is centered on policy and position, and character and personality (Cappella & Jamieson, 1997), the character traits of political information seem related to the strategy schema. Strategic news draws the audience’s attention to the motivations of the political actor depicted. Motivation is the very selected consideration among alternatives. Once audiences perceive bad motivations of an actor, cynical responses are more likely to follow due to the narrative characteristic of strategy schema (Cappella & Jamieson, 1997). The strategy frame, contrasted against issue or policy frame, activated strategy-oriented ideas and thoughts (Rhee, 1997), produced more negative comments while depressing the acquisition of information (Valentino, Buhr, & Beckmann, 2001), and activated stronger cynical reaction toward a public issue (Capella & Jamieson, 1997). Reduced intentions to participate and confidence in government by the strategy frame also observed (Valentino, Beckmann, & Buhr, 2001). Nelson, Clawson, & Oxley (1997) suggested that news frames emphasizing the civil liberties at stake, i.e., the KKK’s First Amendment rights to freedom of speech and assembly,

Authors: Choi, Jinmyung.
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A Typology of Framing Research-- 16
seem or appear: Candidates compete for their advantage during an election. In the strategic
schematic news coverage, as a result, the press gives a priority to scrutinize candidates’
statement for an ulterior motive. This reporting style is referred to as a game frame or strategy
frame that “emphasize who is ahead and behind, and the strategies and tactics of campaigning
necessary to position a candidate to get ahead or stay ahead” (Cappella & Jamieson, 1997, p.33).
Table 1 About Here
It is assumed that people have a strategy schema (Patterson, 1993; Rhee, 1997).
Assuming that the content of political knowledge is centered on policy and position, and
character and personality (Cappella & Jamieson, 1997), the character traits of political
information seem related to the strategy schema. Strategic news draws the audience’s attention to
the motivations of the political actor depicted. Motivation is the very selected consideration
among alternatives. Once audiences perceive bad motivations of an actor, cynical responses are
more likely to follow due to the narrative characteristic of strategy schema (Cappella & Jamieson,
1997).
The strategy frame, contrasted against issue or policy frame, activated strategy-oriented
ideas and thoughts (Rhee, 1997), produced more negative comments while depressing the
acquisition of information (Valentino, Buhr, & Beckmann, 2001), and activated stronger cynical
reaction toward a public issue (Capella & Jamieson, 1997). Reduced intentions to participate and
confidence in government by the strategy frame also observed (Valentino, Beckmann, & Buhr,
2001).
Nelson, Clawson, & Oxley (1997) suggested that news frames emphasizing the civil
liberties at stake, i.e., the KKK’s First Amendment rights to freedom of speech and assembly,


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