Type of frame dependence: variation in media frames affecting attitudes via audience frames

In this paper two suggested processes of framing theory (Scheufele, 1999) are tested: frame setting (media affecting audience frames) and the individual effects process (audience frames affecting attitudes or behavior). Media frames may affect opinions and behavior, however these effects are not direct effects. This paper incorporates the mediating influence of audience frames into the process. The case under study is the representation of Muslims in the Netherlands. Mediation is tested through content analyzing media content and a four-wave panel survey. Using Structural Equation Modeling, we analyze whether problem and out-group media frames affect problem and out-group audience frames and if the latter affect the attitude toward Muslims. The results indicate that audience frames mediate the effect of media frames onto attitudes in some cases. We suggest that the combined frame setting and individual level effects processes may not be generic, but depend on types of frames and time.