Framing Effects,

Agenda Setting, and

Priming
Borah, Porismita. (2016). Media Effects
Theory. 10.1002/9781118541555.wbiepc156.
 “
Media effects include theories
that explain how the mass
media influence the attitudes
and perceptions of audience
members. Media effects
represent one of the core
ideas of communication
research.
Neuman & Guggenheim
(2011)
3
 In Media Effects, the processes and
products of media influence that act
directly on targets (individuals and macro
4
units of society and institutions) as well
as indirectly on targets through other
units.
5
 The concept of framing is related to the
agenda-setting tradition but expands the
research by focusing on the essence of the
issues at hand rather than on a particular 7

topic. The basis of framing theory is that

the media focuses attention on certain
events and then places them within a
field of meaning.
Primary Framework
People interpret what is going on around
their world through their primary
framework. This framework is regarded 8

as primary as it is taken for granted by

the user. Its usefulness as a framework
does not depend on other frameworks.
- Goffman (1974)
Natural Framework
Natural frameworks identify events as
physical occurrences taking natural
quote literally and not attributing any
social forces to the causation of events.
9

Social Framework
Social frameworks view events as socially
driven occurrences, due to the whims,
goals, and manipulations on the part of
other social players (people)
 The agenda-setting theory of media
stated that mass media determine the
issues that concern the public rather than
the public’s views. Under this theory, the 11

issues that receive the most attention

from media become the issues that the
public discusses, debates, and demands
action on.
2 Basic Assumptions
q The is that the media
filters and shapes what we see rather
than just reflecting stories to the 12

audience.
q The is that the
more attention the media gives to an
issue, the more likely the public will
consider that issue to be important.
q Public agenda setting: when the
public determines the agenda for which
stories are considered important.
13
q Public agenda setting: when the
public determines the agenda for which
stories are considered important.
q Media agenda setting: when the 14

media determines the agenda for which

stories are considered important.
q Public agenda setting: when the
public determines the agenda for which
stories are considered important.
q Media agenda setting: when the 15

media determines the agenda for which

stories are considered important.
q Policy agenda setting: when both
the public and media agendas influence
the decisions of public policy makers.
 Priming is a concept through which the
media effects among the people are
enhanced by providing a basic perception,
human minds take decisions based on the 17

preconceptions that are already been

stored in our memory.
 Nera, K., Pantazi, M., & Klein, O. (2018).
“These Are Just Stories, Mulder”: Exposure to Conspiracist
Fiction Does Not Produce Narrative Persuasion.
Frontiers in Psychology, 9.
https://doi.org/10.3389/fpsyg.2018.00684
Narratives, can be defined as “any cohesive
and coherent story with an identifiable
beginning, middle, and end that provides
19
information about scene, characters, and
conflict, raises unanswered questions or
unresolved conflict, and provides solution”

- Hinyard and Kreuter, 2007, p. 778

 Narrative persuasion can be briefly
defined as the impact of narratives on 20

the attitudes, beliefs and behaviors of

individuals exposed to them.

- Green and Brock, 2000; Moyer-Gusé and

Dale, 2017
21
Narrative Transportation
Theory proposes that when people
lose themselves in a story, their
attitudes and intentions change to
reflect that story.
23

Green & Brock (2000) i n i t i a lly

conceptualized transportation as an
integrative melding of attention,
imagery, and feelings.
Transportation
process
involves three
major
psychological
stages: 24
Transportation o First, readers lose distinction between
process fictional, narrative world and real
involves three world.
major
psychological
stages: 25
Transportation o First, readers lose distinction between
process fictional, narrative world and real
involves three world.
major
o Second, transported readers may have
psychological
feelings or connections with narrative
stages: 26

world, even though it is not real.

Transportation o First, readers lose distinction between
process fictional, narrative world and real
involves three world.
major
o Second, transported readers may have
psychological
feelings or connections with narrative
stages: 27

world, even though it is not real.

o Third, readers are transported back to
real world, which may be accompanied
by a change in their attitude or beliefs
by message of narratives
 EXTENDED
ELABORATION
LIKELIHOOD MODEL
The model aims to explain different ways 29

of processing stimuli, why they are used,

and their outcomes on attitude change.
 o The , persuasion will
likely result from a person's careful and
Two Major
thoughtful consideration of the true
routes to merits of the information presented in
persuasion: support of an advocacy.
30

o The , persuasion
results from a person's association with
positive or negative cues in the stimulus
or making a simple inference about the
merits of the advocated position.
31
Narrative Engagement Model focuses on
how different dimensions of perceived 33

realism affect the transportation process.

- Busselle and Bilandzic, 2008

 Wainner, Courtney Nicole, "Social Media
Addiction and its Implications for Communication" (2018).
Chancellor’s Honors Program Projects.
https://trace.tennessee.edu/utk_chanhonoproj/2168
One of the models to help explain social media
behavior and why people are drawn to these
online networking platforms is the social identity
model of deindividuation effects (SIDE model).

36
Created utilizing both social psychology and
communication studies frameworks, this model
explains how the behavior of groups changes
when cloaked by anonymity

Reicher, Spears & Postmes, 1995

Two Major
Hypotheses
38
 The
Two Major , has implications mainly
Hypotheses for social standing and less personal
implications, which is an important 39

function of social media.

 The
Two Major , also acknowledges the

Hypotheses two components of personal risk and

social risk, however, this hypothesis
40
recognizes that the perceivable risk may
be impacted by the media itself.
 The theory states that people are
motivated to seek out forms of
media to satisfy their psychological 42

and social needs

Media Dependency Theory requires
both a social system and a media system,
and the essential idea behind its
44
application to social media is that the
social and media systems are combined.
Three
Media
Needs 45
 is surveillance, or needing to
Three understand one’s social environment.

Media
Needs 46
 is surveillance, or needing to
Three understand one’s social environment.

Media , social utility describes the

need to act in a way that is both
Needs efficient and significant within that 47

social world.
 is surveillance, or needing to
Three understand one’s social environment.

Media , social utility describes the

need to act in a way that is both
Needs efficient and significant within that 48

social world.
, the need for an escape, or to
get away from the social
environment when one feels
overwhelmed.
 “
Thank You!
HULIGANGA, John Dexter B.
B.S.Education Major in Social Studies
EMILIO AGUINALDO COLLEGE - MANILA
School of Arts, Sciences, and Teacher Education

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