The Constructionist Approach to Framing: Bringing Culture Back In

This article aims, within the constructionist paradigm, at integrating culture into the framing process. Four characteristics are important for this approach: the distinction between the event, the media content, and the frame; the explicit attention to the reconstruction of frame packages; the relationship between frame packages and cultural phenomena; and the interaction between frame sponsors, key events, media content, schemata, and the stock of frames. An elaborated framing model is presented, and, subsequently, the constructionist approach is compared with priming and agenda setting. Finally, the methodological implications are discussed, in order to develop a strategy to reconstruct frame packages.

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