Framing of the U.S.’ 2016 Presidential election: a content analysis of Donald Trump and Hillary Clinton’s campaign speeches

Abstract

ABSTRACT The study investigated generic and non-generic media frames in Donald Trump and Hillary Clinton’s campaign speeches. Comparing the two political actors’ usage of frames in their campaign speeches revealed that Trump utilized economic consequence, conflict, attribution of responsibility, and negative campaign frames significantly more than Clinton. On the other hand, Clinton employed social inclusion, human interest, positive campaign, and mixed campaign frames substantially more than Trump. Clinton did not exclude any group in her speeches. The two political actors’ use of human interest, morality, positive campaign and mixed campaign frames are analogous. The generic frame pattern in political campaign speeches is comparable to generic frames in media contents.