Framing Effects

Reality Bites: The Limits of Framing Effects for Salient and Contested Policy Issues

In Bechtel et al. (2015), this study explores whether the well-documented effects of framing and partisan cues on public opinion extend to salient and contentious political issues in real-world settings. While previous research, often based on lab experiments involving low-salience topics, has demonstrated the power of framing, evidence from real-world contexts remains limited.

The study analyzes data from a survey experiment conducted during a highly politicized referendum on immigration policy in Switzerland. The findings reveal that voters responded to issue frames and partisan cues by reinforcing their pre-existing partisan attachments, regardless of the direction of the frames or cues. This reinforcement effect was especially pronounced among low-knowledge voters aligned with the party “owning” the issue.

These results highlight both the influence and the limits of framing effects in shaping public opinion on salient, contested issues. While consistent with previous research on political communication, the findings suggest that framing may be less effective in altering opinions when voters are deeply engaged or hold strong partisan loyalties.