Emotionale Wirkung(en) von Medienframes

Abstract

The article is devoted to the phenomenon of framing. The aim of the analysis was to show that numerous frames of interpretation which are conveyed by the ubiquitous media and establish themselves in public opinion reach the recipients and have a certain effect on them. With the help of established frames, the journalists can process and merge information without investing a lot of time and effort in a comprehensive analysis of the topic (cf. Matthes 2009: 120), because “[n]ot facts, but frames are the basis of our everyday life social, economic and political decisions” (Wehling 2016: 45). Thus, it seems necessary to investigate how media makers’ framed messages influence the recipients. Based on the corpus evidence obtained through online research, it was possible to establish that the most conspicuous frames arise when dealing with contemporary problems that society has to face. The most popular frames address, among other things, taxes, social benefits, terrorism, refugee, policy and environment issues. The media frames ensure that certain emotions and attitudes towards the given situation are evoked in the recipient. In order for the frames to reach the recipient’s consciousness and evoke emotions, the facts to which they point must be expressed verbally, i.e. put into appropriate words. The analysis carried out shows that a well-thought-out linguistic packaging – for example framed complex words such as Menschenschwarm, gigantische Migrationswelle, Schutzsuchende, Steuerhölle, Steuerparadies – can shape the recipients’ perception of reality. Compounds – which are often metaphorically charged – are particularly suitable as framed terms because they are rich in content and attract the recipients’ attention. These frame compounds can, in very particular ways, activate desired – positive or negative – ideas in the recipients and control their expectations. Based on the results of the analysis, it can be concluded that frames to some extent assess and interpret social and political conditions from a specific perspective and often have a direct influence on the recipient’s emotions as well as their actions.

Keywords

• emotions
• frame
• framing
• interpretive frame