Page 60 - Historical Dictionary of Political Communication in the United States

BENJAMIN
49
FRANKLIN,
explains the thinking process when a person chooses one option versus another.
After the decision is made, the person will have some degree of doubt or un-
certainty about the choice. The degree or intensity of that doubt relates to the
degree or intensity of the similarities of outcomes between the two choices in
the person's mind. The cognitive dissonance concept is important to political
communications because it may explain why people are not persuaded by in-
formation they receive from candidates or the media. What Festinger demon-
strated was that people experiencing dissonance seek consonant information—
that is, information supporting their decision or choice—and avoid information
that will add to their dissonance. Festinger also taught at Massachusetts Institute
of Technology, the University of Michigan, and the University of Minnesota.
His book, Theory of Cognitive Dissonance, was published in 1957.

SOURCES: David Cohen, Psychologists on Psychology, second edition, 1995; Vemon
J. Nordby and Calvin S. Hall, A Guide to Psychologists and Their Concepts, 1914.
Guido H. Stempel HI

FIRST AMENDMENT. See Abrams v. United States; Clear and Present Dan-
ger; Eichman Case; Hustler v. Falwell; Miami Herald v. Tornillo; Near v. Min-
nesota; New York Times v. Sullivan; Pentagon Papers; Progressive Case;
Richmond Newspapers v. Virginia', Schenck, Seditious Libel; Symbolic Speech;
John Peter Zenger.

FRAMING is agenda setting by the media to create a particular context around
an issue or a candidate. This is done by selecting certain aspects and emphasiz-
ing them continuously while ignoring other equally important aspects.
Media are being criticized for creating a negative frame for political candi-
dates. Any presidential candidate becomes subject to negative coverage by the
media, and many feel that such coverage is out of proportion. However trivial
the negatives, they outweigh the positives, no matter how significant.
Some critics are suggesting that this is one reason voter participation is de-
clining in this country. Others have suggested that such coverage discourages
people from running for office.
Framing is not restricted to coverage of political candidates. In particular, it
applies to political issues. For example, welfare has been cast largely in the
frame of the lazy poor and welfare fraud. Likewise, health care reform has been
cast in the frame of socialized medicine. Like stereotypes, frames restrict the
dialogue on issues.
SOURCE: Michael B. Salwen and Don W. Stacks, An Integrated Approach to Com-
munication Theory and Research, 1996.
Guido H. Stempel III

FRANKLIN, BENJAMIN (1706-1790) is often best known for his impressive
achievements as colonial printer, editor, entrepreneur, and author of a widely