Too Hard to Shout Over the Loudest Frame: Effects of Competing Frames in the Context of the Crystallized Media Coverage on Offshore Outsourcing

This study investigates the effects of competing frames in newspaper coverage of offshore outsourcing, an issue that is characterized by a predominantly negative, unemployment-focused media framing. The findings of a randomized, controlled experiment (N = 152) demonstrate that conventional framing effects do hold for this issue and for this media context by moving recipients’ attitudes in the direction consistent with the valence of the frame. However, they also show the backfire effect of the positively valenced frame among recipients with greater interest in political and economic news, who become less supportive of outsourcing if they read a story framing outsourcing from a consumer-oriented perspective. Our results contribute to the ongoing debate about the limits of framing effects on forming opinion about contentious policy issues and demonstrate the challenges for nondominant perspectives to make their way to news-savvy audiences even when the nature of the issue in question necessitates considering them.