The battle of frame building The reciprocal relationship between journalists and frame sponsors

The idea that journalists make use of framing is widespread. However, systematic studies of the role of frame sponsors—that is, nonmedia actors who advocate a certain frame package—in influencing the patterns in frame package use by journalists are limited. Which characteristics make frame sponsors successful in frame building, and why? In this study, we propose a new way of understanding the relationship between journalists and frame sponsors, by studying to what extent high authority and having a strong stake in an issue are important predictors of frame coverage, and whether a bidirectional relationship between frame sponsors and journalists can be discerned in frame building. We examine the two court cases against Geert Wilders, leader of the Dutch Freedom Party (PVV), for alleged hate speech (2009–2020). Based on a content analysis of media input, such as statements, social media posts, and press releases (N = 220) of relevant frame sponsors as well as news stories about the court cases (N = 691), we demonstrate that there is a reciprocal relationship between frame sponsors and journalists in frame building. Frame sponsors influence journalists in the use of frame packages, but framing in news reports also stimulates frame sponsors to communicate similar frame packages in the future. Actors with high levels of authority and a strong stake in the issue are more successful in getting their preferred frame packages across. By acknowledging the bidirectional relationship and expanding knowledge on who benefits most from this relationship, this study advances literature on frame building.