Investigating Frame Strength: The Case of Episodic and Thematic Frames

An impressive body of research shows that the framing of an issue affects citizens' attitudes, but also that some frames are more influential than others. Yet, we have surprisingly limited knowledge of the factors that affect the strength of a frame, that is, the frame's capacity to influence citizens' opinions. Therefore, this study investigates the relative strength of episodic and thematic frames to argue that our understanding of the dynamics of frame strength can be advanced through a better incorporation of citizens' emotional reactions. Based on experimental data, I demonstrate that the relative strength of episodic and thematic frames depends on the intensity of citizens' emotional reactions. When there are no or weak emotional reactions, thematic frames are stronger than episodic frames, whereas the relative strength is increasingly reversed when intense emotional reactions are inflamed in the audience. I conclude by discussing the implications of the findings.