This article seeks to introduce the concept of counter-framing (i.e. a frame that contradicts the original frame and is introduced at a later date than the original) to the public relations literature so that scholars might more accurately examine the democratic environment where competitive debate is expected and meaning is negotiated. The article begins with a summary of how public relations scholars have studied framing before highlighting research from political science researchers on counter-framing. A case study of the battle for gun control legislation in the United States is then used to examine and contextualize the framing/counter-framing dynamic. This study adds the duration of time between messages as a possible factor that might influence framing effects.

中文翻译：

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反框架：对公共关系的影响

本文旨在将反框架的概念（即与原始框架相矛盾的框架，并在比原始框架晚的日期引入）引入公共关系文献，以便学者可以更准确地研究竞争激烈的辩论所处的民主环境。期望和意义进行了谈判。本文首先概述了公共关系学者如何研究框架，然后重点介绍了政治学研究人员对框架的研究。然后，以美国的枪支管制立法之战为例，研究了框架/反框架动态并将其背景化。这项研究将消息之间的持续时间添加为可能影响成帧效果的可能因素。