The document analyzes the effects of media framing on individuals with varying education levels. It hypothesizes that those with higher education who watch more local news are more susceptible to media framing and therefore more likely to view John Kerry favorably. Data from the 2004 American National Election Survey is used, comparing views on Kerry between those with high vs low education who watch more or less local news. The results show those with high education who watch more local news viewed Kerry more favorably, while education level did not impact views among those watching less local news.

1. Effects of Media Framing on
Varying Education Levels
EDNA ZHOU
ELIZABETHTOWN COLLEGE

2. Theory
 Market Models
 Media framing
Thematic vs. Episodic
o
Attitude = Σ biwi
o
Belief Change vs. Framing
o

3. Application
Hypothesis: Individuals who have higher education and watch more
local news are more susceptible to media framing, and therefore
more likely to express favorable views towards John Kerry
Education Atittude
Frame

4. Data and Methods
 American National Election Survey 2004
 Variables:
Education level: high and low
Attention to local news: high and low

5. DV = Local News IV = Views on Kerry
Variable: Kerry Watches more Watches less Total
really cares about local news local news
people like you
Extremely well 77 71 148
21.33 12.28 15.76
Quite well 152 248 400
42.11 42.91 42.60
Not too well 94 175 269
26.04 30.28 28.65
Not well at all 38 84 122
10.53 14.53 12.99
Total 361 578 939
100.00 100.00 100.00
P-value = 0.001

6. Cross-tab on Low Education
Variable: Kerry Watches more Watches less Total
really cares about local news local news
people like you
Extremely well 32 37 69
20.38 16.74 18.25
Quite well 67 90 157
42.68 40.72 41.53
Not too well 40 67 107
25.48 30.32 28.31
Not well at all 18 27 45
11.46 12.22 11.90
Total 157 221 378
100.00 100.00 100.00
P-value = 0.670

7. Cross-tab on High Education
Variable: Kerry Watches more Watches less Total
really cares about local news local news
people like you
Extremely well 45 34 79
22.06 9.52 14.08
Quite well 85 158 243
41.67 44.26 43.32
Not too well 54 108 162
26.47 30.25 28.88
Not well at all 20 57 77
9.80 15.97 13.73
Total 204 357 561
100.00 100.00 100.00
P-value = 0.000