Who says what to whom: Why messengers and citizen beliefs matter in social policy framing

Abstract

Issue frames (i.e., the thematic slants that elites use to structure issue debates) have been shown to alter how citizens think about social policy issues. However, support for a social policy issue not only depends on how the issue is framed, but also on the source or “messenger” associated with the frame. For the most part, issue frames have been faceless and research has failed to consider how characteristics of the frame's messenger such as expertise and trustworthiness influence citizens. The present study examines the influence that gun control frames and their messengers have on a variety of dependent variables. The results show that source cues moderate the impact of the frames, even when controlling for other variables. Specifically, credible sources significantly augment the effects of a frame while spokespersons with a perceived bias tend to weaken the frame's arguments and impact. These results point toward a more complex framing theory: public support for social issues depends on how the issue is framed, as well as who presents the message.

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