Investigating the Framing Effect in Social and Behavioral Science Research: Potential Influences on Behavior, Cognition and Emotion

Abstract

The framing effect has far-reaching implications for our understanding of social psychology and intergroup behavior. In recent decades, the effect garnered considerable attention in the fields of psychology, political science, and communication studies. Whether the effect is demonstrated by repetitious news stories 1 or in voting behavior, 2 framing matters. It matters for both theoretical and pragmatic reasons. We will make connections between framing and politics as a way of illustrating the real world applicability of this effect. The practical relevance of the framing effect is why effectively researching it is so crucial. The purpose of this paper is to propose ways of improving framing research practices. To begin, we will define the framing effect and provide some germane examples in order to clarify the concept.In general, framing occurs when an issue is presented in such a way that certain features of a topic are made more salient than others; that is, one aspect of the situation tends to standout over all other elements.3 For example, George W. Bush, the 43 rd President of the United States, frequently used the words "tax relief" once he got into office.4 By framing taxes in this way he made salient their burdensome qualities. In effect, Bush argued, that by cutting taxes a heavy boulder would be lifted off the shoulders of citizens. What a relief! With this approach to framing, the burden of taxes was made apparent while any sort of benefits coming from them were ignored. The point is that by highlighting some parts of an issue and ignoring others a new narrative is formed.In the context of social and behavioral science research, a frame is "a central organizing idea or storyline that provides meaning to an unfolding strip of events weaving a connection among them. The frame suggests what the controversy is about, the essence of the issue". 5Simply put, framing creates a storyline by telling us what an issue is fundamentally about. In order to apply our definition of framing in a relevant way, let us briefly examine its role in the 2016 United States presidential race. The manner in which the leading candidates are depicted exemplifies episodic framing. This type of framing occurs when specific instances, or episodes, are highlighted over more broad facts and statistics.3 Episodic framing makes the storyline about what someone said or did.For instance, the right-wing conservative Republican Party tends to focus on specific instances in which Hillary Clinton, a Democratic candidate for the presidency "lied." The leftwing Democratic Party emphasizes episodes in which Donald Trump says something "moronic" or comes off as "temperamentally unfit" to be president. Social media, talk radio, and the 24-hour news cycle amplify these narratives. We suggest that these framing strategies will influence the election by shaping people's attitudes and the decisions they go on to make in the voting booth. The use of (episodic) framing has the potential to profoundly shape the future of America. For that reason, it is...