Based on the model of construct activation and use from cognitive psychology, this study used the Fourth Nuclear Power Plant dispute as a case to examine the relationships between two media functions--priming and framing, as well as the operative mechanisms of media framing effects on the individual level. It proposed that, when media frames are both intensive and recent, they are likely to repetitively activate related frames in audience ’s knowledge store, and then develop into long-term priming effects. This study used content analysis and audience survey to first analyze media frames and audience frames. Results show that, the pattern of media and audience frames are different. The effects of media frames to constrain audience ’s cognitive map appear limited. In addition, media frames of the case under study have both intensity and recency, and the adoption of media frames also significantly predicts audience ’s policy stances. This indicates that media frames have long-term priming effects on audience ’s policy evaluations.
中文關鍵詞
媒介框架，受眾框架，框架效果，預設判準效應，政策評估，核四案
英文關鍵詞
media frame, audience frame, framing effects, priming effects, policy evaluations, the Fourth Nuclear Power Plant dispute