Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Communication and social movement scholars have suggested that there can be four functions of framing in relation to an issue: defining a problem, attributing blame for the problem, suggesting solutions or remedies, and invoking a moral appeal that something should be done. Although these functions are assumed to exist, little research has investigated their persuasive effectiveness as they are presented in textual messages. To address this shortcoming, the author executed a 2 x 2 x 2 factorial experiment with 244 subjects who received an environmental message manipulated by the inclusion versus exclusion of these functions. Although no significant interaction effects were revealed for all functions simultaneously, means on all dependent variables were highest when all functions were included in the message. Several significant two-factor interactions demonstrate that, although the functions exist, they can perform differing persuasive roles depending on the desired outcome of the message. Additionally, in some situations, the presence of certain functions mitigated, rather than enhanced, persuasion. The author also suggests that the "moral appeal" function – as utilized originally in the current study – should be considered as essential as the other functions when the goal of an organization’s message is opinion change rather than participant mobilization.