Abstract

Framing is arguably a victim of its own success. In research practice, it means too much, with scholars applying an unruly mélange of concepts under the framing rubric to a vast array of contexts and issues. Yet, perhaps directed in part by the ready availability of opinion effects data from survey and lab experiments, framing in political communication research also means too little, and focuses too narrowly. Although there are some notable exceptions, most of the framing literature, empirical and theoretical, implies that what matters above all are the effects of single framing messages on individual citizens’ opinions about one policy or candidate.