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Media Framing

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Research presented on the effect of media frames and education on voter attitudes

Published in: News & Politics, Business
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Media Framing

  1. 1. Effects of Media Framing on Varying Education Levels EDNA ZHOU ELIZABETHTOWN COLLEGE
  2. 2. Theory  Market Models  Media framing Thematic vs. Episodic o Attitude = Σ biwi o Belief Change vs. Framing o
  3. 3. Application Hypothesis: Individuals who have higher education and watch more local news are more susceptible to media framing, and therefore more likely to express favorable views towards John Kerry Education Atittude Frame
  4. 4. Data and Methods  American National Election Survey 2004  Variables: Education level: high and low Attention to local news: high and low
  5. 5. DV = Local News IV = Views on Kerry Variable: Kerry Watches more Watches less Total really cares about local news local news people like you Extremely well 77 71 148 21.33 12.28 15.76 Quite well 152 248 400 42.11 42.91 42.60 Not too well 94 175 269 26.04 30.28 28.65 Not well at all 38 84 122 10.53 14.53 12.99 Total 361 578 939 100.00 100.00 100.00 P-value = 0.001
  6. 6. Cross-tab on Low Education Variable: Kerry Watches more Watches less Total really cares about local news local news people like you Extremely well 32 37 69 20.38 16.74 18.25 Quite well 67 90 157 42.68 40.72 41.53 Not too well 40 67 107 25.48 30.32 28.31 Not well at all 18 27 45 11.46 12.22 11.90 Total 157 221 378 100.00 100.00 100.00 P-value = 0.670
  7. 7. Cross-tab on High Education Variable: Kerry Watches more Watches less Total really cares about local news local news people like you Extremely well 45 34 79 22.06 9.52 14.08 Quite well 85 158 243 41.67 44.26 43.32 Not too well 54 108 162 26.47 30.25 28.88 Not well at all 20 57 77 9.80 15.97 13.73 Total 204 357 561 100.00 100.00 100.00 P-value = 0.000

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