“…Among many types of unintended effects (Byrne & Niederdeppe, 2011; Cho & Salmon, 2007), we focused on policy opinions as the primary outcome for two reasons: first, according to Cho and Salmon (2007), policy opinions direct unanticipated outcomes of strategic messaging from the individual to the societal level—a less studied form of unintended effects than self-directed outcomes; second, policy opinions are often based on core moral values, reflecting individuals’ normative positions on right or wrong (Haidt, 2012; Prinz, 2007). Existing research on visual messages and policy opinions (Powell, Boomgaarden, De Swert, & de Vreese, 2015; Scharrer & Blackburn, 2015) has not yet explicitly addressed the connection between visual elements and the moral basis of these policy opinions. To our best knowledge, the current research is the first to apply MFT to explain unintended effects of visual message cues, although MFT has already guided research on media enjoyment and appreciation (Lewis, Tamborini, & Weber, 2014; Tamborini et al, 2013), persuasiveness of textual moral frames (Feinberg & Willer, 2015; Kidwell, Farmer, & Hardesty, 2013; Wolsko, Ariceaga, & Seiden, 2016), and effects of media influences—especially narratives and exemplars—on the salience and endorsement of moral values (Eden et al, 2014).…”