The Effects of Gain and Loss Frames on Perceptions of Racial Inequality

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Previous content analytic research has examined the extent to which the media frame racial disadvantage in terms of Black losses and gains and White losses and gains, finding that news reports are by far most likely to frame disadvantage in terms of what Blacks are more likely (than Whites) to lose. This study is an empirical test of the effects of racial gain and loss framing. Results reveal loss frames amplified perceptions that the issue was important and due to systematic, institutional causes. No main effects of race were found, but race did interact with the frame manipulation to influence perceived importance and symbolic racism. Further, regression models showed the influence of perceptions of importance, causal attributions, and symbolic racism in predicting support for two proposed remedies to alleviate the inequality.

Original languageEnglish (US)
Pages (from-to)38-56
Number of pages19
JournalHoward Journal of Communications
Issue number1
StatePublished - Jan 2013

All Science Journal Classification (ASJC) codes

  • Communication
  • Strategy and Management


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