Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies.

Denna studie undersöker i vilka sammanhang och på vilka sätt Dagens Nyheter och Svenska Dagbladet framställt personer med autismspektrumtillstånd. Studien innehåller en kvantitativ innehållsanalys som undersökt artiklar (n = 240) gällande hur nyhetsrapporteringen av personer med autism framställts och porträtterats mellan år 2013 då diagnosen autism blev ett gemensamt begrepp med förkortningen AST, innehållande autism, Aspergers syndrom och atypisk autism, till år 2020. Den teoretiska ramen är byggd efter gestaltningsteorin och dagordningsteorin. Den kvantitativa innehållsanalysen visar att personer, till största delen barn och ungdomar med autism, i övervägande grad framställs som offer som sällan själva får komma till tals. Resultaten visar även att majoriteten av artiklarna är känslomässiga med individen i fokus och det individualistiska som lösningen, ofta är det personens problem som ligger till grund för artikeln.

Companies face several challenges when it comes to promoting green consumption and designing effective communication strategies for sustainable products.The framing effect, which refers to the presentation of messages, can significantly influence customer perceptions and purchasing intentions. This researchexplores the impact of information framing through visuals and terms specificityon consumers’ purchasing decisions for sustainable fashion products in the online context. The method of data collection was a survey (online experiment) andinterviews were also conducted for supporting the data. The findings reveal asignificant relationship between sustainable choices and visual framing, indicating that the visual presentation of information positively influences sustainabilitydecisions. However, no significant relationship was found between the specificityof terms and sustainability. Future research is needed to examine the correlationbetween the importance of sustainability and the desirability of visual framing inproducts, as well as the relationship between the specificity of terms and sustainability since our study could only answer the relationship between visual framing and sustainability.

The Syrian Civil War has displaced millions of Syria’s inhabitants both around the region and throughout the world. These individuals carry different experiences, views, and perceptions regarding what they have left and their views on the conflict. This study seeks to identify the dominant frames used by 11 Syrian diaspora individuals living in Sweden when framing the Syrian Civil War. It also aims to identify individuals' views of the civil war. The study uses a qualitative framing analysis and applies Kuyper’s function of frames in a total of 11 semi- structured interviews. The study examines interviewees' frames regarding (a) The Arab Spring demonstrations, (b) The Syrian regime, and (c) International Interests. The study found the following frames on (a) horria (freedom), shohada al-thowra (martyrs of the revolution), extremist opposition, (b) dictatorial, dictatorship, fakher (pride), and (c) natural resources, the USA and Russia. The study argues that interviewees adopt different frames based on three factors, (I) media consumption, (II) sectarian affiliation, and (III) geographical origin. / Inbördeskriget i Syrien har fördrivit miljontals av Syriens invånare både runt om i regionen och över hela världen. Dessa individer har olika erfarenheter, åsikter och uppfattningar och syn på konflikten. Denna studie syftar till att identifiera dominerande gestaltningar som används av 11 syriska diaspora-individer som bor i Sverige vid gestaltning av det syriska inbördeskriget. Studien syftar också till att identifiera individers syn på inbördeskriget. I studien används en kvalitativ gestaltningsanalys och tillämpar Kuypers funktion av gestaltningar i totalt 11 semistrukturerade intervjuer. Studien granskar respondenternas gestaltningar angående (a) demonstrationerna under den Arabiska Våren (b) den Syriska regimen och (c) internationella intressen. Studien fann följande gestaltningar (a) horria (frihet), shohada al-thowra (revolutionens martyrer), extremistisk opposition, (b) diktatur, diktatur, fakher (stolthet) och (c) naturresurser, USA och Ryssland. Studien hävdar att intervjuade antar olika gestaltning baserat på tre faktorer, (I) mediekonsumtion, (II) sekteristisk tillhörighet och (III) geografiskt ursprung.

The study examined the frequent frames adopted by the CDC in the communication of the Covid-19 vaccine and how it impacts vaccine uptake through quantitative content analysis. The study builds on the framing theory and elaboration likelihood model. This study’s content collected 327 posts by the CDC on covid-19 vaccinations from December 2020- December 2022. A research randomizer was used to choose 200 posts as the final sample from the data that had been gathered. 122 posts out of the 200 total posts that the randomizer tallied were pertinent to the research questions for the study. It was found that the predominant framing strategy adopted by the CDC was the gain framing strategy, which outlined the benefits of being vaccinated. This is encouraging since, as advocates of health communication, we must understand that emphasizing the benefits of adopting a recommended action has a greater chance of having a positive impact.

No description available.

The purpose of this study is to examine the Swedish parliamentary debate on socioeconomicsegregation over two time periods: between 1995-2000 and 2016-2021. Considering thatsocioeconomic segregation has been on the rise in Sweden over the past three decades, thisstudy attempts to analyze how the Swedish parliament has discussed this particular issue.Using frame analysis, this study provides an overview of what frames are prevalent during theparliamentary debate over the course of each period. Essentially, this paper explores howsocioeconomic segregation has been conceptualized, particularly how the problem has beendefined, what the underlying causes are, what remedies are proposed, and what moraljudgments are made by political actors. As parliamentary debates frequently seem to revolvearound a struggle over who should get priority for a particular problem definition, this studyalso takes a further look at the framing strategies used by political actors in parliamentarydebates. As demonstrated in the results, there may have been a change in discourse over timeas political actors have to a greater extent moved away from an emancipatory frame in favorof a broader perspective on the segregation problem with housing policy measures as thecornerstone. In addition to showing which frames were advocated by which actor, analyzingframe construction through language to uncover who wins the hearing for their problempicture, results in a far more extensive and deepened understanding of power, politics andinterests.

This study addressed the question: “Does Western media framing of different actors in ethnic conflict influence the likelihood of intervention being advocated in the media?” In order to answer this question, this study used a content analysis of USA, UK and Australian print media, and explored the media framing of conflicts in Rwanda, Kosovo, and East Timor. The study examined newspaper articles prior to intervention and, using Piers Robinson’s media framing model (2000), measured the quantity of “empathetic” and “distancing” coverage in relation to suggestions for intervention. The results of this study show that simplified representations of these complex conflicts often lead to a dangerous polarisation in Western media. Ethnic conflicts are discussed either within a “barbaric” frame, where readers are presented with well-defined heroes, victims and villains and are encouraged to support intervention; or with a “native” narrative, where the situation is reported as a distant problem between “squabbling tribes”, and the media consumer is encouraged to support non-intervention.

Das Thema der Nachhaltigkeit hat in dem letzten Jahrzehnt einen spürbaren gesellschaftlichen Aufschwung erfahren. Doch trotz dessen zeigt sich immer noch eine deutliche Diskrepanz zwischen dem Bewusstsein der KonsumentInnen und dem tatsächlichen nachhaltigen Handeln (Pufé 2014). Diesbezüglich wird in dieser Arbeit dem sog. Framing-Effekt von Daniel Kahneman eine entscheidende Rolle zugeschrieben. Er beschreibt eine Möglichkeit, das Entscheidungsverhalten von VerbraucherInnen durch die unterschiedliche Darstellung gleicher Informationen zu steuern (Kahneman 2012). Bisher wurden diese beiden Themenkomplexe kaum in Verbindung gebracht, sodass Framing selten einen Beitrag zur Förderung nachhaltiger KonsumentInnenentscheidungen zugesprochen wird. Die Arbeit versucht mit folgender Forschungsfrage genau diesen Zusammenhang zu ergründen: Wie lässt sich Nachhaltigkeit in ökonomischen Kontexten bei Kaufentscheidungen durch Framing realisieren? Durch ein deduktives Ableiten aus der Theorie sowie einer Analogiebildung mittels einer Beispielstudie, konnten handlungsleitende Schlüsse für das Framing von nachhaltigem Konsum gezogen werden. Die Resultate zeigen auf, dass eine Modifizierung der klassischen Nachhaltigkeitsdimensionen notwendig erscheint. Branchen- und zielgruppenübergreifend sollte die ökonomische Dimension beim Framing ausgeklammert werden, um den vorherrschenden „Bias“ der Kosten zu entkräften. Zudem wurde eine neue Dimension „Individuum“ deduktiv abgeleitet, welche die individuellen Konsum- und Lebensstile und damit eine Differenzierung von Zielgruppen und Branchen beim Nachhaltigkeits-Frame einschließt. Des Weiteren wurde festgestellt, dass sowohl Unternehmen, KonsumentInnen als auch die Wissenschaft jeweils einen Beitrag zur Förderung des nachhaltigen Konsums mittels Framing leisten können.

Das Thema der Nachhaltigkeit hat in dem letzten Jahrzehnt einen spürbaren gesellschaftlichen Aufschwung erfahren. Doch trotz dessen zeigt sich immer noch eine deutliche Diskrepanz zwischen dem Bewusstsein der KonsumentInnen und dem tatsächlichen nachhaltigen Handeln (Pufé 2014). Diesbezüglich wird in dieser Arbeit dem sog. Framing-Effekt von Daniel Kahneman eine entscheidende Rolle zugeschrieben. Er beschreibt eine Möglichkeit, das Entscheidungsverhalten von VerbraucherInnen durch die unterschiedliche Darstellung gleicher Informationen zu steuern (Kahneman 2012). Bisher wurden diese beiden Themenkomplexe kaum in Verbindung gebracht, sodass Framing selten einen Beitrag zur Förderung nachhaltiger KonsumentInnenentscheidungen zugesprochen wird. Die Arbeit versucht mit folgender Forschungsfrage genau diesen Zusammenhang zu ergründen: Wie lässt sich Nachhaltigkeit in ökonomischen Kontexten bei Kaufentscheidungen durch Framing realisieren? Durch ein deduktives Ableiten aus der Theorie sowie einer Analogiebildung mittels einer Beispielstudie, konnten handlungsleitende Schlüsse für das Framing von nachhaltigem Konsum gezogen werden. Die Resultate zeigen auf, dass eine Modifizierung der klassischen Nachhaltigkeitsdimensionen notwendig erscheint. Branchen- und zielgruppenübergreifend sollte die ökonomische Dimension beim Framing ausgeklammert werden, um den vorherrschenden „Bias“ der Kosten zu entkräften. Zudem wurde eine neue Dimension „Individuum“ deduktiv abgeleitet, welche die individuellen Konsum- und Lebensstile und damit eine Differenzierung von Zielgruppen und Branchen beim Nachhaltigkeits-Frame einschließt. Des Weiteren wurde festgestellt, dass sowohl Unternehmen, KonsumentInnen als auch die Wissenschaft jeweils einen Beitrag zur Förderung des nachhaltigen Konsums mittels Framing leisten können.