A Theory of Framing and Opinion Formation in Competitive Elite Environments

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1、JournalofCommunicationISSN0021-9916ORIGINALARTICLEATheoryofFramingandOpinionFormationinCompetitiveEliteEnvironmentsDennisChong&JamesN.DruckmanDepartmentofPoliticalScience,NorthwesternUniversity,Evanston,IL60208Publicopinionoftendependsonhoweliteschoosetoframeiss

2、ues.Forexample,citizensopinionsaboutaKuKluxKlanrallymaydependonwhetherelitesframetheeventasafree-speechissueorapublicsafetyissue.Pastresearchhasfocusedlargelyondocumentingthesizeofframingeffectsinuncontestedsettings.Bycontrast,therehasbeenlittleresearchonframing

3、incompetitiveenvironmentsinwhichindividualsreceivemultipleframesrep-resentingalternativepositionsonanissue.Wetakeaninitialsteptowardunderstandinghowframesworkincompetitiveenvironmentsbyintegratingresearchonattitudestructureandpersuasion.Ourtheoryofframingidentifi

4、esthekeyindividualandcontextualparam-etersthatdeterminewhichofmanycompetingframeswillhaveaneffectonpublicopinion.doi:10.1111/j.1460-2466.2006.00331.xInfall1999,theBrooklynMuseumofArtopenedanexhibitcalledSensation.TheworksbyyoungBritishartistsincludedaself-replic

5、abustconstructedfromninepintsoftheartistsownfrozenblood,asculpturethatincorporatedadeadanimalinformaldehyde,and,mostnotably,apaintingofablackMadonnafestoonedwithelephantdungandpornographicpictures.Noteveryoneregardedtheseworkstobeart.NewYorkMayorRudolphGiulianif

6、oundtheexhibitdisgustinganddenouncedtheMadonnaportrayalasbeinganti-Catholic(Herszenhorn,1999,p.A1).SoangeredwasGiulianithathetookstepstowithdrawpublicfundingforthemuseum(whichtotaledover$7millionayear)andevictthemuseumfromthecity-ownedbuildingitoccupied.Giuliani

7、declaredthatgovernmentwasentitledtoregulatedistributionoftaxpayerdollarsforculturalevents(particularlythosehousedinpubliclyownedbuildings);heopposedusingpublicmoneytosupportanexhibitthatwassooffensivetogeneraltastes.AsGiulianipubliclydisparagedthemuseumwhileente

8、rtainingapossiblerunfortheU.S.Senate,representativesofthemuseumandgeneralartcommunityremainedsurprisinglymute.NewYorkTimesreporter,MichaelKimmelman,notedthecon-sequen