ABSTRACT

The study investigated generic and non-generic media frames in Donald Trump and Hillary Clinton’s campaign speeches. Comparing the two political actors’ usage of frames in their campaign speeches revealed that Trump utilized economic consequence, conflict, attribution of responsibility, and negative campaign frames significantly more than Clinton. On the other hand, Clinton employed social inclusion, human interest, positive campaign, and mixed campaign frames substantially more than Trump. Clinton did not exclude any group in her speeches. The two political actors’ use of human interest, morality, positive campaign and mixed campaign frames are analogous. The generic frame pattern in political campaign speeches is comparable to generic frames in media contents.

摘要

该研究调查了唐纳德特朗普和希拉里克林顿竞选演讲中的通用和非通用媒体框架。比较两位政治人物在竞选演讲中对框架的使用表明，特朗普对经济后果、冲突、责任归属和负面竞选框架的利用明显多于克林顿。另一方面，克林顿在社会包容、人文关怀、积极竞选和混合竞选框架方面的运用远远超过特朗普。克林顿在她的演讲中没有排除任何团体。这两个政治行动者对人类利益、道德、积极竞选和混合竞选框架的使用是类似的。政治竞选演讲中的通用框架模式与媒体内容中的通用框架相当。