Emphasis Framing and the Role of Perceived Knowledge: A Survey Experiment

Abstract

AbstractThe relationship between emphasis framing and public opinion has received considerable attention in political science, psychology, and mass communication studies. However, what moderating role perceived knowledge plays in influencing emphasis framing remains unsettled. We explore this relationship using a survey‐experiment embedded within a large‐N, nationally representative survey that allows us to test two specific hypotheses. First, we empirically test whether an emphasis frame influences policy support. Second, we test the moderating effect of perceived knowledge. We test the emphasis framing effects of the name given to a “hot‐button” political issue, while controlling for other survey treatments. Furthermore, we evaluate the degree to which perceived knowledge of the issue moderates the relationship between the emphasis frame and support for hydraulic fracturing. We find support both for the role emphasis framing plays and for perceived knowledge as a moderator.