search query: @author Shen, F. / total: 3
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| Author: | Shen, F. |
| Title: | Chronic accessibility and individual cognitions : examining the effects of message frames in political advertisements |
| Journal: | Journal of Communication
2004 : VOL 54:1, p. 123-137 |
| Index terms: | ADVERTISING POLITICS |
| Language: | eng |
| Abstract: | This article examines how media framing effects can be moderated by voters´ chronically accessible schemas. The participants in this study were exposed to political ads which were systematically framed as issue oriented or character oriented. |
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