Comparative Framing: Media Strategy in Public Communication Policy

Abstract

Framing is one of the most misunderstood concepts in political communication studies. It roots from epistemological problems, framing appropriately as a ”method” to framing’s concept itself. Framing is the process of construction and negotiation of public policy issues influenced by discourse contestation, where one view on a particular issue will be offered, negotiated, and then accepted or rejected as a dominant discourse that becomes the background of a policy. This study employed comparative framing to investigate the dimension of media framing as a media strategy. We examined how media strategies are applied to frame the same issue. This research concluded that at the level of event-driven news, the media has a similar frame strategy. Furthermore, contrast frames occur in micro-issues due to the influence of media characteristics, historical-ideological factors, and media organizational structures.
 Keywords: framing, governance, political communication, policy

Mapping Media Framing and Politics: A Bibliometric Analysis Across the Globe

“…Moreover, as the technology evolves, media framing extends beyond traditional news outlets to modern platforms like social media, which has been shown to influence traditional media frames (Etter & Vestergaard, 2015). Modern media outlets are increasingly using frames to cover political protests, building political campaigns, and other events, showcasing the adaptability of framing techniques in different contexts (Ashfaq et al, 2021;Anshori et al, 2022;Sahly et al, 2019).…”

“…It is crucial in various contexts, such as crisis communication, political discourse, and social movements. The importance of studying media framing lies in understanding how different actors, including politicians, journalists, and audiences, contribute to framing realities according to their views, ultimately shaping the dominant narrative (Anshori et al, 2022). The majority of research on media framing is conducted using two approaches: analysing the content of news (frame building) and studying the impact of news on the audience (Asiamah et al, 2022;de Vreese, 2005;Lecheler & De Vreese, 2019;Lukyanova, 2018;Thankachan & Thomas, 2021).…”