This study investigated the effects of news frames and schemas on audiences' issue interpretations and attitudes. An experiment was conducted whereby two political issues, systematically manipulated by value or consequence frames, were presented to participants in a controlled issue-framing environment. Results indicated that, while news frames could activate frame-related issue interpretations and affect attitudes, such effects were moderated by individuals' issue schemas. Individuals were more likely to activate frame-relevant thoughts and change attitudes when news frames resonated with their issue schemas. These findings suggested that individuals' existing issue schemas and predispositions are important factors to consider in framing research.
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