Drawing on previous research concerning the role that source cues play in political information processing, we examine whether an ideological identity match between the source of a framed message and the respondent moderates framing effects. We test our hypotheses in two experiments concerning attitudes toward a proposed rally by the Ku Klux Klan. In Experiment 1 (N = 274), we test our hypothesis in a simple issue framing experiment. We find that framing effects occur for strong identifiers only when there is a match between the ideology of the speaker and respondent. In Experiment 2 (N = 259), we examine whether matched frames resonate equally well when individuals are simultaneously exposed to competing frames. The results from this experiment provide mixed support for our hypotheses. The results from our studies suggest that identity matching is an important factor to consider in future framing research.
- Attitude change
- Competitive framing
- Source cues
ASJC Scopus subject areas
- Sociology and Political Science