Abstract
This work proposes that both cognitions and emotions constitute individual or personal frames, and then it analyzes their effects on information seeking on public and policy issues. Our findings indicate that the stronger the emotional intensity, the weaker the prevalence of rational considerations in these frames. We also show that such emotional intensity is aroused not necessarily by the issues at stake, as most framing approaches suggest, but by the source publicizing them. From a case in Mexico, these findings are relevant at a time when politicians are becoming direct sources of information for citizens in a public communication context where political polarization represents severe challenges to modern democracy.
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