Abstract
Der Beitrag gibt einen Überblick über die Forschung zu Medien- Priming und Medien- Framing- Effekten. Diese Effekte standen gerade in den letzten beiden Jahrzehnten im Zentrum der Medienwirkungsforschung. Durch Priming und Framing kann eine Reihe von Phänomenen erklärt werden, z. B. die Aktivierung von Ausländerstereotypen, die Wirkung von Nachrichtenbeiträgen auf die Kriterien zur Bewertung politischer Kandidaten, aber auch die Aktivierung von emotionalen Reaktionen als Folge der Medienrezeption. Trotz aller bisherigen Erkenntnisfortschritte weist die Priming- und Framing- Forschung einige Ungereimtheiten bzw. Lücken auf. Dabei geht es erstens um die Frage der Kontextbedingungen, unter denen die Effekte auftreten. Zweitens und eng damit verbunden ist die Frage, wie man sich die Entwicklung von Priming- und Framing-Effekten über längere Zeiträume vorstellen kann. Schließlich ist für die Forschung relevant, wie sich Framing- und Priming-Effekte voneinander abgrenzen lassen bzw. wie sich beide Erklärungsansätze von anderen Theorien unterscheiden. Diese Frage lässt sich in letzter Konsequenz nur über die Identifikation der Wirkungsprozesse beantworten, die den jeweiligen Effekten zugrunde liegen. Gerade in diesem Punkt besteht wohl der größte Klärungsbedarf für die zukünftige Forschung.
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Schemer, C. (2013). Priming, Framing, Stereotype. In: Schweiger, W., Fahr, A. (eds) Handbuch Medienwirkungsforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18967-3_7
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