Pin the Tale on the Donkey (or Elephant): Pin the Tale on the Donkey (or Elephant): The Impact of Political Group Affiliation on The Impact of Political Group Affiliation on

Framing EffectsFraming Effects

Presented at University of Presented at University of California, IrvineCalifornia, Irvine

byby

Jessica SummersJessica Summers May 13, 2006May 13, 2006

What is “framing” exactly?What is “framing” exactly?Example:Example:

AbortionAbortion

“Pro-Life!”“Pro-

Choice!”

What is “framing” exactly?What is “framing” exactly?

More Examples:More Examples:

Courtesy of Mr. Courtesy of Mr. Luntz Luntz

& the Republicans& the Republicans

Courtesy of Mr. Courtesy of Mr. Lakoff Lakoff

& the Democrats& the Democrats

Don’t say “Government,” say

“Washington”

Don’t say “Drilling for Oil,” say “Exploring for

Energy”

Don’t say “Tax Reform,” say “Tax Simplification”

Don’t say “Undocumented

Workers,” say “Illegal Aliens”

Don’t say “Healthcare Choice,” say “The Right to

Choose”

“Abuse of Power”

A Very Brief History A Very Brief History

GoffmanGoffman: “…frames help : “…frames help classifyclassify, , allowing users to locate, allowing users to locate, perceive, identify, and labelperceive, identify, and label a seemingly infinite number of a seemingly infinite number of

concrete occurrences…” (1974)concrete occurrences…” (1974)

ZallerZaller: “Passive Receiver” theory (1992): “Passive Receiver” theory (1992)

-Three Characteristics of Frames (Reese, 2001):

A More Modern DefinitionA More Modern Definition

• “active, organizing structures”

Emphasis Suppression

““Cold war”Cold war”

• “durable” over time

• “symbolic forms of expression”

Filling Gaps in the ResearchFilling Gaps in the Research

Limitations on Framing Effects

Brewer, 2001; Chaiken & Maheswaran, 1994; Druckman,

2001; Druckman & Nelson, 2003; Entman, 1993; Iyengar, 1991;

Kosicki et al, 1994

Changing Frames & Effects on Audience

PerceptionLang & Lang,

1983(Watergate)

Effects of Political

Party Affiliation on

AttitudeCohen (2003)

Framing & the General Public

The Impact of Political Group The Impact of Political Group Affiliation on Framing EffectsAffiliation on Framing Effects

- Cohen’s Study (2003) – reference to different Cohen’s Study (2003) – reference to different political groups (Democrat or Republican) impacts political groups (Democrat or Republican) impacts participants’ support of identical policiesparticipants’ support of identical policies

- Druckman’s Study (2001) – manipulation of the Druckman’s Study (2001) – manipulation of the perceived credibility of source (Colin Powell vs. perceived credibility of source (Colin Powell vs. Jerry Springer)Jerry Springer)

The Impact of Political Group The Impact of Political Group Affiliation on Framing EffectsAffiliation on Framing Effects

My Question: My Question:

How will political party affiliation affect How will political party affiliation affect perceptions of changing (inconsistent) perceptions of changing (inconsistent)

frames?frames?

MethodsMethods- Finding real-life issuesFinding real-life issues

Kosovo Conflict(1999)

Darfur Conflict(2003)

Kuwait Conflict(1991)

Bill Clinton (Democrat)

George H. W. Bush

(Republican)

Politician (No

Affiliation Given)

MethodsMethods

Developing two “inconsistent” Developing two “inconsistent” frames frames

- Speech 1: “U.S. Interests”- Speech 1: “U.S. Interests”

- Speech 2: “Humanitarian - Speech 2: “Humanitarian Interests”Interests”

MethodsMethods

Sample of the TranscriptsSample of the Transcripts

The following is a transcript of President Bill Clinton’s speech during a White House press conference (August 15, 1998):

President Clinton: Thank you. Thank you very much. I would like to begin today by addressing the recent conflict in Kosovo. Two weeks ago, Kosovo was invaded by the military forces of Slobodan Milosevic, and many are now wondering where the U.S. stands on its policy. Kosovo is not an easy problem, but if we don't stop the conflict now, it clearly will spread and then we will not be able to stop it except at far greater cost and risk. If we continue along the present course, the safety of the American troops in the region, of our friends and allies like Albania and the moderate Balkan states, and a significant portion of the world’s supply of oil will all be put at hazard…Intervening in Kosovo will be a matter of vital interest to the U.S.

The following is a transcript of President George H.W. Bush’s speech during a White House press conference (August 15, 1990):

President Bush: Thank you. Thank you very much. I would like to begin today by addressing the recent conflict in Kuwait. Two weeks ago, Kuwait was invaded by the military forces of Saddam Hussein, and many are now wondering where the U.S. stands on its policy. Kuwait is not an easy problem, but if we don't stop the conflict now, it clearly will spread and then we will not be able to stop it except at far greater cost and risk. If we continue along the present course, the safety of the American troops in the region, of our friends and allies like Israel and the moderate Arab states, and a significant portion of the world’s supply of oil will all be put at hazard…Intervening in Kuwait will be a matter of vital interest to the U.S.

The hypothesesThe hypotheses

- DemocratsDemocrats exposed to the exposed to the Republican issueRepublican issue (Kuwait) (Kuwait) will be will be moremore sensitivesensitive to the inconsistency between to the inconsistency between the frames than those exposed to the Democrat issue the frames than those exposed to the Democrat issue

- RepublicansRepublicans exposed to the exposed to the Democrat issueDemocrat issue (Kosovo) (Kosovo) will be will be more sensitivemore sensitive to the inconsistency between to the inconsistency between the frames than those exposed to the Republican the frames than those exposed to the Republican issue issue

- There will be There will be no partisan biasno partisan bias in their responses to in their responses to the the NeutralNeutral (Darfur) issue (Darfur) issue

ProcedureProcedure

- Subjects randomly assigned to one of three political issues: Subjects randomly assigned to one of three political issues: DemocratDemocrat (Clinton-Kosovo), (Clinton-Kosovo), RepublicanRepublican (Bush-Kuwait), or (Bush-Kuwait), or No AffiliationNo Affiliation (Neutral-Darfur) (Neutral-Darfur)

- Pretest questionnaire determined political affiliation and Pretest questionnaire determined political affiliation and knowledge of/attitude on the issue (taken from Cohen, knowledge of/attitude on the issue (taken from Cohen, 2003)2003)

- Identical stimulus materials read (1 Factsheet on the Identical stimulus materials read (1 Factsheet on the conflict and 2 speeches)conflict and 2 speeches)

- Posttest questionnaire:Posttest questionnaire:1) Attitude/ Attitude Strength on the issue 1) Attitude/ Attitude Strength on the issue 2) 12 questions to measure sensitivity to 2) 12 questions to measure sensitivity to frame inconsistencies (Pan & Kosicki, 2001)frame inconsistencies (Pan & Kosicki, 2001)3) 9 questions to measure dominance of one frame 3) 9 questions to measure dominance of one frame

over the otherover the other

ResultsResults

Sample: Gender

22%

78%

Male

Female

256 Total Respondents (Students at UC Irvine)256 Total Respondents (Students at UC Irvine)

ResultsResults

Sample: Political Party Affiliation

Democrats53%Independents

29%

Republicans18%

Results: Sensitivity to frame Results: Sensitivity to frame inconsistenciesinconsistencies

1

2

3

4

5

Kosovo Darfur Kuwait

Co

ns

iste

nc

y R

ati

ng

Democrats

Independents

Republicans

5 = Perceived as more consistent5 = Perceived as more consistent

Results: Sensitivity to frame Results: Sensitivity to frame inconsistenciesinconsistencies

1

2

3

4

5

Kosovo Kuwait

Co

nsi

sten

cy R

atin

g

Democrats

Independents

Republicans

5 = Perceived as more consistent5 = Perceived as more consistent

Although not Although not statistically statistically significant, we see a significant, we see a trend that supports trend that supports our hypothesis:our hypothesis: - - DemocratsDemocrats find find the the Kuwait frames to Kuwait frames to be be more inconsistentmore inconsistent

- - RepublicansRepublicans find find the Kosovo frames the Kosovo frames to to be more be more inconsistentinconsistent

Results: Perceptions of the politician’s Results: Perceptions of the politician’s charactercharacter

0

1

2

3

4

5

Clinton(Kosovo)

No Affiliation(Darfur)

Bush (Kuwait)

Fa

vo

rab

ility

Ra

tin

g

Democrats

Independents

Republicans

5 = More favorable perception of the politician5 = More favorable perception of the politician

Results: Perceptions of the politician’s Results: Perceptions of the politician’s charactercharacter

0

1

2

3

4

5

Clinton (Kosovo) Bush (Kuwait)

Ca

lcu

late

d M

ean

s

Democrats

Independents

Republicans

5 = More favorable perception of the politician5 = More favorable perception of the politicianStatistically significant (p<0.05)Statistically significant (p<0.05)

Once again, we see a Once again, we see a trend that supports trend that supports our hypothesis:our hypothesis: - - DemocratsDemocrats find find Bush Bush to be more to be more inconsistent inconsistent & dishonest& dishonest

- - RepublicansRepublicans find find Clinton to be more Clinton to be more inconsistent & inconsistent & dishonestdishonest

Results: Dominant FrameResults: Dominant Frame

1

2

3

4

5

Kosovo Darfur Kuwait

Cal

cula

ted

Mea

ns

Democrats

Independents

Republicans

5 = “U.S. Interests” as the dominant frame5 = “U.S. Interests” as the dominant frame

1 = “Humanitarian Interests” as the dominant frame1 = “Humanitarian Interests” as the dominant frame

Results: Dominant FrameResults: Dominant Frame

1

2

3

4

5

Kosovo Kuwait

Ca

lcu

late

d M

ea

ns

Democrats

Independents

Republicans

5 = “U.S. Interests” as the dominant frame5 = “U.S. Interests” as the dominant frame

1 = “Humanitarian Interests” as the dominant frame1 = “Humanitarian Interests” as the dominant frame

- - DemocratsDemocrats believe the believe the military was sent military was sent to Kosovo more to Kosovo more for Humanitarian for Humanitarian InterestsInterests

- - RepublicansRepublicans believe the believe the military was sent military was sent to Kosovo more to Kosovo more for U.S. Interestsfor U.S. Interests

ConclusionsConclusions - Inconsistencies in frames go largely unnoticed- Inconsistencies in frames go largely unnoticed

- However, when presented with information from an - However, when presented with information from an unfavorable unfavorable political partypolitical party, , inconsistencies seem to inconsistencies seem to become more apparentbecome more apparent to to the individualthe individual

- When presented with information from a - When presented with information from a favorable favorable political partypolitical party, , people seem to people seem to ignore the inconsistencies ignore the inconsistencies and adopt the more and adopt the more positive framepositive frame

* Connection to * Connection to Motivated ReasoningMotivated Reasoning (Ditto et al, (Ditto et al, 1998) 1998) and and Biased AssimilationBiased Assimilation (Lord et al, 1979) (Lord et al, 1979)

Future EndeavorsFuture Endeavors- Increase sample size, find a stronger - Increase sample size, find a stronger

Republican/conservative Republican/conservative samplesample

- Further exploration of the Darfur phenomenon- Further exploration of the Darfur phenomenon

AcknowledgementsAcknowledgements

• Dr. Peter H. Ditto, UCIDr. Peter H. Ditto, UCI

MentorMentor

• Dr. Valerie Jenness, UCIDr. Valerie Jenness, UCI

Honors Seminar InstructorHonors Seminar Instructor

• Eden Epstein, UCI, UCI

• Andrew Mastronarde, UCIAndrew Mastronarde, UCI

Wonderfully Helpful Graduate StudentsWonderfully Helpful Graduate Students

• Undergraduate Research Opportunities Program (UROP)

FundingFunding

For more information, please contact:For more information, please contact:

Jessica SummersJessica SummersDepartment of Social EcologyDepartment of Social EcologyUniversity of California, IrvineUniversity of California, Irvine

jsummers@uci.edujsummers@uci.edu

Political chaos is connected with the decay of Political chaos is connected with the decay of language... language... one can probably bring about some improvement by one can probably bring about some improvement by starting at the verbal end.starting at the verbal end. - George Orwell- George Orwell