Key Factors in Frame Building

Abstract

In this chapter, we focus on the relationship between political actors and the mass media. We use media frames as dependent variables and investigate the processes that influence the creation or changes of frames applied by journalists (the frames in ‘news media’). This has come to be known as ‘frame building’ (Scheufele 1999). These mechanisms have been largely neglected so far. This chapter first explores the ability of political actors to use their media input to influence media frames, and investigates whether the relationship between political actors and journalists is reciprocal or unidirectional. Based on the assumption that media input by political actors influences news media frames, the chapter then looks at the factors in more detail, with particular emphasis on the influence of power, the salience of frames in media input, and the multiplication effect of the minister (i.e. the Federal Councillor).