Framing, value words, and citizens' explanations of their issue opinions

This study examines the effects of framing on how citizens use value language to explain their views on political issues. An experiment simulated exposure to framing in media coverage of gay rights. The results show that participants who received an "equality" frame were particularly likely to explain their views on gay rights in terms of equality and that participants who received a "morality" frame were particularly likely to cast their opinions in the language of morality. A closer examination, however, showed that exposure to the frames encouraged participants to use value language not only in ways suggested by the frames but also in ways that challenged the frames. Moreover, the results indicated that exposure to the "morality" frame interfered with the impact of the "equality" frame, suggesting that the presence of alternative frames can dampen framing effects.