Framing as a Strategic Persuasive Message Tactic

Authored by: Kenneth E. Kim

The Routledge Handbook of Strategic Communication

Print publication date:  November  2014
Online publication date:  November  2014

Print ISBN: 9780415530019
eBook ISBN: 9780203094440
Adobe ISBN: 9781136207129

10.4324/9780203094440.ch18

 Download Chapter

 

Abstract

It is essential to design effective message tactics for a successful strategic communication campaign. A large body of persuasion literature has documented that one or a combination of communication variables (i.e., message source, message itself, message channel, and message recipient) can lead to cognitive and behavioral changes (see Perloff, 2003; Salovey, Schneider & Apanovitch, 2002; Kahneman & Tversky, 1984). Of these communication elements, the concept of framing as psychological processing of persuasive messages has received a great deal of attention in the areas of strategic ­communications, including health campaigns (Salovey & Williams-Piehota, 2004; Williams, Clarke, & Borland, 2001; Block & Keller, 1995), marketing campaigns (Shiv, Britton, & Payne, 2004; Grewal, Gotlieb, & Marmorstein, 1994), and political campaigns (Druckman, 2001; Kanner, 2004).

 Cite
Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.