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1、JournalofCommunicationISSN0021-9916ORIGINALARTICLETheConstructionistApproachtoFraming:BringingCultureBackInBaldwinVanGorpDepartmentofCommunicationScience,RadboudUniversityNijmegen,6500HCNijmegen,TheNetherlandsThisarticleaims,withintheconstructionistparadigm,atintegrating
2、cultureintotheframingprocess.Fourcharacteristicsareimportantforthisapproach:thedistinctionbetweentheevent,themediacontent,andtheframe;theexplicitattentiontothereconstructionofframepackages;therelationshipbetweenframepackagesandculturalphenomena;andtheinteractionbetweenfr
3、amesponsors,keyevents,mediacontent,schemata,andthestockofframes.Anelaboratedframingmodelispresented,and,sub-sequently,theconstructionistapproachiscomparedwithprimingandagendasetting.Finally,themethodologicalimplicationsarediscussed,inordertodevelopastrategytoreconstructf
4、ramepackages.doi:10.1111/j.1460-2466.2006.00329.xInrecentyears,framingtheoryhastakenoverfromagenda-settingandcultivationtheoryasthemostcommonlyappliedresearchapproachinthefieldofcommuni-cationscience(Bryant&Miron,2004).Theframingconcept,however,doesnotbelongexclusivelyto
5、thetoolsetofthecommunicationscholar.Infact,itsoriginslieinthefieldsofcognitivepsychology(Bartlett,1932)andanthropology(Bateson,1955/1972).Subsequently,itwasadoptedbyotherdisciplines,oftenwithashiftinmeaning,includingsociology(e.g.,Goffman,1974),economics(e.g.,Kahneman&Tve
6、rsky,1979),linguistics(e.g.,Tannen,1979),social-movementsresearch(e.g.,Snow&Benford,1988),policyresearch(e.g.,Scho¨n&Rein,1994),communicationscience(e.g.,Tuchman,1978),politicalcommunication(e.g.,Gitlin,1980),public-relationsresearch(e.g.,Hallahan,1999),andhealthcommunic
7、ation(e.g.,Rothman&Salovey,1997).Alltheseresearchtraditionsareexpressionsofastrongbeliefintheresearchpotentialoftheframingconcept.Yet,thebroadrangeofperspectivesontheprecisenatureofframesandthediversityofresearchapproacheswouldalsosuggestthattheconceptisgraduallybecoming
8、a‘‘passe-partout.’’Themultiplemeaningsofthewords‘‘frame’’and‘‘framing’’—thatis,theframeasa‘‘framework’’
