The Influence of Mass Media on Public Opinion Formation: Comparative Analysis of News Framing Techniques

Abstract

This study investigates the influence of mass media on public opinion formation through a comparative analysis of news framing techniques. The research aims to understand how different media outlets shape public perceptions and attitudes by employing distinct framing strategies in their news coverage. A comprehensive content analysis was conducted on news articles from a diverse range of mass media sources, including television, newspapers, and online platforms, over a six-month period.

Data were gathered through systematic coding of media content, focusing on the framing of significant political and social issues. In-depth interviews with media experts, journalists, and communication scholars provided further insights into the strategic use of framing techniques. The study reveals that media framing significantly impacts how the public interprets and responds to news events, thereby influencing public opinion. Key findings highlight the prevalence of conflict, human interest, and attribution of responsibility frames, which are frequently used to evoke emotional responses and shape narratives.

The analysis identifies notable differences in framing techniques across various media types, with traditional media often favoring a more balanced approach compared to the sensationalist tendencies of digital platforms. The study also examines the implications of these framing practices for democratic engagement and public discourse, emphasizing the role of media literacy in mitigating the effects of biased framing on public opinion.