Abstract
Consumers increasingly use a second screen (computer, smartphone, and tablet) to virtually engage with each other through social networks as they watch television. This 2 × 3 experiment addresses a gap in framing research by testing the effects of institutional and social media as competing partisan frames during a presidential debate excerpt. Findings show peer-generated social media frames exerted stronger effects on subjects’ opinions of the candidates’ performance than institutional frames. Some subjects showed an apparent “backlash effect” when simultaneously exposed to social media and institutional frames that ran counter to their existing schemas.
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