The interaction effects of media types and frames on individual responses on a digital platform

Date

2020-08

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Abstract

Framing has been researched extensively in a number of disciplines and has been found to affect individuals’ responses. However, there is a research opportunity in studying framing in a digital environment. Specifically, the communication between a company and an individual can be framed in different manners in a digital environment. This dissertation focuses on how frames affect emotional responses to company posts. Additionally, the interaction effect of a frame and media type on individuals’ emotional responses is examined through a pilot study and a full study. The interaction effect of a frame and media complexity on individuals’ emotional responses are also examined. The dissertation also introduces new methodological contributions through the development of new measures for measuring frames, the number of colors within an image, and the brightness of an image. These measurements are included in the dissertation, which finds that there are significant interaction effects between a frame and a media type, as well as a frame and media complexity. These findings lend greater understanding to framing theory, as well as providing guidance on how companies should construct their posts in a digital environment.

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Keywords

Framing, Media type, Media complexity, Social media

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