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Reason”:
Media Frames of Bush
Administration Policy Issues
Caroline Heldman
Occidental College
Primary Topics
Phase I: White House Marketing/ media
coverage of the Iraq War.
Framing
Priming
Methods
Content analysis used
40% 33.8%
30%
17.2%
20%
10%
0%
Terrorism Liberation WMD Frame
Frame Frame
White House Frames During War
75.0%
80%
70%
60%
50%
40%
30% 20.5%
20%
4.5%
10%
0%
Terrorism Liberation WMD Frame
Frame Frame
White House Mention of WMD
No Mention
of WMD
24.9%
Iraq/Hussein
Mixed Message has WMD
about WMD 74.0%
1.1%
Effectiveness of White House
Campaign
49.1%
50%
40%
33.8%
30.7% 29.8%
30%
20% 17.2%
14.2%
10% 8.0%
5.8% 4.4%
3.1%
2.20% 1.80%
0%
Terrorism Liberation WMD Frame Imperialism Democracy Political Defense Oil Frame Revenge
Frame Frame Frame Frame Gain Frame Industry Frame
Frame
Agenda-Setting
120
117
Number of Communications/ Articles
100
60
50
40
35
33
20
2
0 0
S Oct- N D Jan- Feb- Mar- Apr- M Jun- Jul- A S Oct- N D Jan- Feb- Mar- Apr-
ep- 01 ov- ec- 02 02 02 02 ay- 02 02 ug- ep- 02 ov- ec- 03 03 03 03
01 01 01 02 02 02 02 02
Months
Priming: Terrorist Frame
White House Media
Percent of Communications/Articles with
60%
50%
Terrorist as Primary Frame
40% 35.7%
30%
22.2%
20% 15.7%
12.5%
11.1% 12.5%
10%
8.0%
5.9%
0%
Quadrant 1 Quadrant 2 Quadrant 3 Quadrant 4
Priming: Liberation Frame
White House Media
70%
67.5%
Percent of Communications/Articles with
60%
Liberation as Primary Frame
52.9%
50%
44.4%
40% 37.1%
28.9%
30%
25.9%
20% 20.6%
15.0%
10%
0%
Quadrant 1 Quadrant 2 Quadrant 3 Quadrant 4
Priming: WMD Frame
White House Media
80%
72.5%
73.5%
Percent of Communications/Articles with
70%
60% 55.4%
WMD as Primary Frame
51.9%
50%
44.4%
40% 39.1%
30% 27.1%
20% 20.0%
10%
0%
Quadrant 1 Quadrant 2 Quadrant 3 Quadrant 4
Framing Pre-War to During War
White House Media
78.7%
80.0% 75.0%
70.0%
60.0% 53.6%
48.8%
50.0%
40.0% 35.5%
27.2%
30.0%
19.2% 20.5%
17.0%
20.0% 15.7%
0.0%
Terrorist Terrorist Liberation Liberation WMD Pre- WMD in
Pre-War in War Pre-War in War War War
Existence
Questioned
3.7%
Assum ed
89.6%
Phase I Findings
Media coverage uncannily reflected White
House attempts to set the agenda, prime,
and frame coverage of the Second Gulf
War.
Accountability Frame
WH Faith-Based Frames
Compassionate Frame
Family Frame
Love Frame
Secular Frame
WH Rebuilding Military Frames
Post- Cold War Frame
Legitimacy Frame
WH Social Security Frames
Honoring Commitment Frame
Preservation Frame
Choice Frame
Cost Frame
Percentage of White House
Communications Mentioning Policy (n=124)
80%
69%
70%
60%
50%
40%
25% 27%
30%
20% 22%
20% 12%
10%
0%
Tax Cuts Education Faith-Based Rebuilding Social Medicare
Military Security
Complicit Coverage Pre-9/11
Complicit
Coverage,
16.4%
Non-Complicit
Coverage,
84.6%
Phase III: Post-9/11 Coverage
Research Questions:
Did a majority of print media coverage of President Bush’s
policy agenda reflect the framing presented by the White
House post-9/11?
16.4%
Econom ic Stim ulus
0.0%
2.9%
Busines s Incentive
4.4%
14.0% 13.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Pre-9/11 Post-9/11
Democratic Implications
“Rally effect” erodes media watchdog function.