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Negative Framing

Negative Framing

Johanna Martinsson's picture

A reader's response to the blog post "Shock and Awe? The Effects of Negative Framing":

In  political matters, the focus should move away from attitudes; since Robinson (1976) study investigating negative news effects, we have known that low involvement citizens (involvement with the issue) are influenced first by information or cognitive change, which produces behavioral change, which eventually produces attitudinal change. While high involvement citizens move from cognitive change to attitudinal to behavioral. The power of negative information has more to do with cultural expectations, however.  Within western democracies, research has shown that negative information is far more attention-getting than positive information.  In addition, people not only attend to the information, but they talk about the information with others, creating a spiral effect, in that when people talk about negative information with others, they may serve as influentials, bringing news to those who have not attended to the news through the mass media, or they may assist in concretizing the significance of news reports, through their discussions with others.  For this reason, negative information tends to be more suasive, and as a result, people retain the information; furthermore, because of its cued negativity, they are able to access that information far more readily than positive information.  In short, negative information saves time, money and  
effort; it is far more economical, efficient and effective than positive information, within western democracies (see Lau's considerable research).   

Shock and Awe? The Effects of Negative Framing

Anne-Katrin Arnold's picture

Framing is about presenting an issue in a specific light and from a specific perspective. Framed messages are usually intended to make the audience focus on certain aspects of an issue but not on others. In terms of governance and accountability, framing is a useful technique to design communication in a way that mobilizes the public. For instance with regard to corruption: to mobilize public opinion on corruption one could focus on successes in fighting corruption, on negative effects of corruption, on corrupt individuals or individual champions against corruption etc. Negative framing, negative messaging in general, is a frequently used approach when trying to motivate people to become active. It's not clear, however, that it really works the way it's supposed to.