Media salience and the process of framing<br />Coverage of the Columbine school shootings<br />A presentation by Logan Mol...
Overview<br />Attribute agenda setting and framing<br />New measurement scheme<br />Columbine coverage in The New York Tim...
Literature<br />Agenda setting<br />Attributes of an object<br />Compare media, public agendas<br />Framing<br />Include o...
Limitations<br />Too specific<br />No cross-object comparison<br />Too general<br />Thematic, episodic (Iyengar, 1991)<br />
New measurement scheme<br />Mutually exclusive<br />Exhaustive<br />Major aspects of news<br />Generalizable<br />
New measurement scheme<br />
Columbine school shootings<br />April 20, 1999<br />No. 2 news story of the year (Pew)<br />Behind President Clinton’s imp...
Research questions<br />RQ1: number and distribution of stories<br />RQ2: use of space frames<br />RQ3: use of time frames...
Frequency<br />
Frame-changing – space <br />
Frame-changing – time<br />
Space frame by time frame<br />
Core frame<br />Community and present<br />"On 20 April 1999, two gunmen in Littleton, Colorado, killed twelve fellow stud...
Extended frames<br />“Antique cookie cutters” (Darnton, 1975)<br />76 percent of all stories<br />Greatest contributor to ...
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Media salience and the process of frame changing

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A presentation of a paper by Iris Chyi and Max McCombs.

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  • The literature has shown an abundant connection between second-level agenda setting effects and framing. Studies of second level agenda setting tend to focus on a list of attributes that may be shared between the media and the public. And these attributes may show up
  • Media salience and the process of frame changing

    1. 1. Media salience and the process of framing<br />Coverage of the Columbine school shootings<br />A presentation by Logan Molyneux of Chyi, H. I., & McCombs, M. (2004). Media Salience and the Process of Framing: Coverage of the Columbine School Shootings. Journalism & Mass Communication Quarterly, 81(1), 22-35.<br />
    2. 2. Overview<br />Attribute agenda setting and framing<br />New measurement scheme<br />Columbine coverage in The New York Times<br />
    3. 3. Literature<br />Agenda setting<br />Attributes of an object<br />Compare media, public agendas<br />Framing<br />Include or exclude elements of a story<br />How is this framed?<br />
    4. 4. Limitations<br />Too specific<br />No cross-object comparison<br />Too general<br />Thematic, episodic (Iyengar, 1991)<br />
    5. 5. New measurement scheme<br />Mutually exclusive<br />Exhaustive<br />Major aspects of news<br />Generalizable<br />
    6. 6. New measurement scheme<br />
    7. 7. Columbine school shootings<br />April 20, 1999<br />No. 2 news story of the year (Pew)<br />Behind President Clinton’s impeachment<br />68 percent followed closely (Pew)<br />Behind Rodney King and TWA flight 800 in the 1990s<br />170 articles from The New York Times over 30 days<br />
    8. 8. Research questions<br />RQ1: number and distribution of stories<br />RQ2: use of space frames<br />RQ3: use of time frames<br />RQ4: relationship between time frames and space frames<br />
    9. 9. Frequency<br />
    10. 10. Frame-changing – space <br />
    11. 11. Frame-changing – time<br />
    12. 12. Space frame by time frame<br />
    13. 13. Core frame<br />Community and present<br />"On 20 April 1999, two gunmen in Littleton, Colorado, killed twelve fellow students and a teacher before turning their guns on themselves.“<br />Original, not most common<br />Only 24 percent of stories<br />
    14. 14. Extended frames<br />“Antique cookie cutters” (Darnton, 1975)<br />76 percent of all stories<br />Greatest contributor to salience<br />

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