Framing

frames in communication

specific words, images, sounds used to convey info

frames in thought

how we mentally conceptualize info

strong frames

• repetition

• lack of prior strong opinion

• credible source

• peer influence

• high emotional engagement

• low emotional engagement

lack of strong prior opinion

easier to create framing effect for policies > politicians or parties

higher emotional engagemeny

episodic frame works better (personal stories, events)

lower emotional engagement

thematic frame works better (data driven, big picture)

cognitive dissonance

harboring two beliefs that are mutually contradictory

frames to reduce cognitive dissonance

• change beliefs or reject info that causes CD

• reduce importance of dissonant info

• rationalized inconsistencies

two types of thought processes

• automatic

• deliberative

automatic processing

• habit based (natural, not conscious)

• ANGER, PRUDE, ENTHUSIASM

deliberative processing

• breaks thru routine automatic processing to engage in deep thought

• FEAR & ANXIETY

less popular politicians benefit from?

deliberative processing (change voters thinking)

popular politcians benefits from?

people staying in automatic processing