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Frame analysis is also conducted in relation to news. Journalists often provide a central organizing principal around which the facts of an unfolding story are discussed. For example, when America On Line (AOL), the relatively new Internet service and content provider, took over the mega-media giant Time-Warner the story could have been framed in terms of the Internet triumphing over traditional media, the convergence of new with old, or the death of a giant. This media frame that is set by the journalists or other media entities then affect the audience frames, the way the audience mentally stores clusters of ideas and processes the information (Scheufele, 2000). Scheufele, D. A. (2000). Agenda-setting, priming, and framing revisited: Another look at cognitive effects of political communication. Mass Communication & Society, 3, 297-316.
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