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1、JournalofCommunicationISSN0021-9916ORIGINALARTICLEFraming,AgendaSetting,andPriming:TheEvolutionofThreeMediaEffectsModels12DietramA.Scheufele&DavidTewksbury1DepartmentofLifeSciencesCommunicationandSchoolofJournalismandMassCommunication,UniversityofWiscons
2、in–Madison,Madison,WI537062DepartmentofSpeechCommunicationandDepartmentofPoliticalScience,UniversityofIllinoisatUrbana–Champaign,Urbana,IL61801ThisspecialissueofJournalofCommunicationisdevotedtotheoreticalexplanationsofnewsframing,agendasetting,andprimin
3、geffects.Itexaminesifandhowthethreemodelsarerelatedandwhatpotentialrelationshipsbetweenthemtelltheoristsandresearchersabouttheeffectsofmassmedia.Asanintroductiontothiseffort,thisessayprovidesaverybriefreviewofthethreeeffectsandtheirrootsinmedia-effectsre
4、search.Basedonthisoverview,wehighlightafewkeydimensionsalongwhichonecancom-pare,framing,agendasetting,andpriming.Weconcludewithadescriptionofthecon-textswithinwhichthethreemodelsoperate,andthebroaderimplicationsthattheseconceptualdistinctionshaveforthegr
5、owthofourdiscipline.doi:10.1111/j.1460-2466.2006.00326.xIn1997,RepublicanpollsterFrankLuntzsentouta222-pagememocalledLanguageofthe21stcenturytoselectmembersoftheU.S.Congress.Partsofthememosoonspreadamongstaffers,membersofCongress,andalsojournalists.Luntz
6、smessagewassimple:Itsnotwhatyousay,itshowyousayit(Luntz,inpress).Drawingonvarioustechniquesforreal-timemessagetestingandfocusgrouping,FrankLuntzhadresearchedRepublicancampaignmessagesanddistilledtermsandphrasesthatresonatedwithspecificinterpretiveschemasa
7、mongaudiencesandthereforehelpedshiftpeoplesattitudes.Inotherwords,theeffectofthemes-sageswasnotafunctionofcontentdifferencesbutofdifferencesinthemodesofpresentation.Theideasoutlinedinthememowerehardlynew,ofcourse,anddrewondecadesofexistingresearchinsocio
8、logy(Goffman,1974),economics(Kahneman&Tversky,1979),psychology(Kahneman&Tversky,1984),cognitivelinguistics(Lakoff,2004),andcommunication(Entman,1991;Iyengar,1991).ButFrankLuntzwasthefirstprofessionalpollstertosystematically
