Media Salience and Frame Changing across Events: Coverage of Nine School Shootings,1997–2001

Abstract

This study applies the two-dimensional analytical framework suggested by Chyi and McCombs to assess its utility in studying frame-changing across similar events and between more and less salient events. A content analysis examines New York Times reportage of nine rampage school shootings occurring between 1997 and 2001, identifying the frame-changing dynamic occurring across events and the core frames present in the coverage. Ultimately, the methodological complexities of making cross-case comparisons are explored, including the overlap of measures of frame-changing and salience.