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Unformatted text preview: o Culture Defined as the empirically demonstrated set of common frames exhibited in the discourse ad thinking of most people in a social grouping o Salience Making a piece of information more noticeable, meaningful, or memorable to audiences Benefits of Framing o Audience Autonomy Provides and operational definition for the notion of dominant meaning that is central to debates about the polysemy and audience independence in decoding media texts o Journalist Objectivity Journalists need to be able to understand the difference between including scattered oppositional facts and challenging a dominant frame o Content Analysis Framing allows content analyzers to measure the salience of frames in a text rather than just simply quantitatively counting the instances of messages o Public Opinion and Normative Democratic Theory Framing is a central power in the democratic process because political elites control the framing of issues...
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This note was uploaded on 06/26/2008 for the course COMM 101 taught by Professor Jacobs during the Winter '07 term at University of Michigan.
- Winter '07
- Mass Media