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A Typology of Framing Research: It needs to be tangible
Unformatted Document Text:  A Typology of Framing Research-- 19 group event frame) influenced on not only audiences’ interpretation of but also evaluation on the issue. Similarly, Nelson and Oxley (1999) argued that participants in the economic framing condition expressed more favorable attitudes toward the proposed hotel and convention complex than participants in the environmental framing condition. Participants who were given economic frame of the issue were more likely to vote for the proposed development. The Research of Variation Effects Using Frames Aiming at Exploiting the Preexisting Knowledge Structure In election context, how candidates’ stance on a social issue is described may influence on voters’ choice. In particular, in case that the issue is one of “moral” issues or it has strong potential to trigger individuals’ core values (Domke, McCoy, & Torres, 1999; Domke, Shah, & Wackman, 1998a, 1998b; Shah & Domke, 1996). As noted in each study, they manipulated that candidate positions and policy implications were the same in each experimental condition, only differed in presenting way: “ethical” or “material” frame. The ethical frame was presented in terms of morals and rights, and quotations expressed candidate positions in this manner while, in the material frame, an issue was presented in terms of economics, expedience, and practicality, and quotations expressed candidate positions also framed to emphasize material values. They revealed that presentation of political information in terms of values (i.e., ethical frame) is more likely to activate highly accessible knowledge structure concerning morals or ethics, which may result in the individual interpreting such an issue on the basis of ethical concerns (Domke, Shah, & Wackman, 1998a, 1998b; Shah & Domke, 1996). More important is the demonstration that individuals with an ethical interpretation of an issue are likely to use a noncompensatory decision-making strategy whereas a compensatory decision-making strategy is likely to be used for individuals with a material interpretation

Authors: Choi, Jinmyung.
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A Typology of Framing Research-- 19
group event frame) influenced on not only audiences’ interpretation of but also evaluation on the
issue. Similarly, Nelson and Oxley (1999) argued that participants in the economic framing
condition expressed more favorable attitudes toward the proposed hotel and convention complex
than participants in the environmental framing condition. Participants who were given economic
frame of the issue were more likely to vote for the proposed development.
The Research of Variation Effects Using Frames Aiming at Exploiting the Preexisting
Knowledge Structure
In election context, how candidates’ stance on a social issue is described may influence
on voters’ choice. In particular, in case that the issue is one of “moral” issues or it has strong
potential to trigger individuals’ core values (Domke, McCoy, & Torres, 1999; Domke, Shah, &
Wackman, 1998a, 1998b; Shah & Domke, 1996). As noted in each study, they manipulated that
candidate positions and policy implications were the same in each experimental condition, only
differed in presenting way: “ethical” or “material” frame. The ethical frame was presented in
terms of morals and rights, and quotations expressed candidate positions in this manner while, in
the material frame, an issue was presented in terms of economics, expedience, and practicality,
and quotations expressed candidate positions also framed to emphasize material values. They
revealed that presentation of political information in terms of values (i.e., ethical frame) is more
likely to activate highly accessible knowledge structure concerning morals or ethics, which may
result in the individual interpreting such an issue on the basis of ethical concerns (Domke, Shah,
& Wackman, 1998a, 1998b; Shah & Domke, 1996).
More important is the demonstration that individuals with an ethical interpretation of an
issue are likely to use a noncompensatory decision-making strategy whereas a compensatory
decision-making strategy is likely to be used for individuals with a material interpretation


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