Abstract

This theoretical article investigates the effects of media frames on individuals' judgments. In contrast to previous theorizing, we suggest that framing scholars should embrace both, on-line and memory-based judgment formation processes. Based on that premise, we propose a model that distinguishes between two phases of framing effects. Along the first phase, the media's framing contributes to the formation of an on-line or a memory-based judgment. The second phase describes six hypothetical routes for the stability or the change of these judgments: maintenance, readjustment, crystallization, inoculation, persuasion, and attenuation. At the heart of our model, we try to extract predictors for each of those routes. Finally, the implications of the proposed model for future framing research are discussed.