Framing as a theory of media effects

Research on framing is characterized by theoretical and empirical vagueness . This is due, in part, to the lack of a commonly shared theoretical model underlying framing research. Conceptual problems translate into operational problems, limiting the comparability of instruments and results. In this p aper I systematize the fragmented approaches to framing in political commun ication and integrate them into a comprehensive model. I classify previous approaches to framing research along two dimensions. the type of frame exam ined (media frames vs. audience frames) and the way frames are operationali zed (independent variable or dependent variable). I develop a process model of framing, identifying four key processes that should be addressed in fut ure research:frame building, frame setting individual-level processes of fr aming, and a feedback loop from audiences to journalists.