Effects of Valenced Media Frames of Cancer Diagnoses and Therapies: Quantifying the Transformation and Establishing of Evaluative Schemas

Journalists portray health issues within different frames, which may shape news recipients’ evaluations, attitudes, and behaviors. As the research on framing continues to face theoretical challenges and methodological concerns, this study examines the transformation and establishing of evaluative schemas, which are steps in the process toward attitudinal change. The study measures recipients’ evaluations of actual television clips dealing with cancer diagnoses and cancer therapies. Two valenced (positive vs. negative) media frames were tested in a 3-week online panel (n = 298) using a pretest–posttest design with a German sample. The results offer limited support for the hypothesis that media frames transform participants’ schemas, but do not support the hypothesis that new schemas are established in response to media frames. The study also investigates interactions between framing and participants’ issue involvement, as well as between framing and topic-specific interest and media use.