Framing and Voting

SVPW 2025

Nicolai Berk

Immigration Policy Lab & Public Policy Group, ETH Zurich

2025-09-01

Why Framing?

Trump on Immigration

people are coming in, and they’re killing our citizens

Biden on Immigration

he was separating babies from their mothers

Defining ‘Framing’

“Framing is the process by which a communication source, such as a news organization, defines and constructs a political issue or public controversy”

— Nelson, Oxley, and Clawson (1997), 567

Why Framing Effects on Voting?

Figure 1: The Spatial Model under Different Frames

The Partisan View


Hypotheses

H1: Framing Affects Voting

Voters presented with a frame supporting a party’s position are more likely to vote for that party.

H2: Cue-Taking

Learning that an in-party/out-party supports an issue makes voters more/less favorable of the issue.

H3: Partisan Moderation

The effect of framing on voting behavior is weaker among respondents perceiving the party as part of their in-group.

Peterson and Simonovits (2018)


  • Frame effect on candidate preferences in the US
  • Exposure to frame condition, followed by conjoint
  • Finding: limited impact

Experimental Design

Overview

Scenario: Hypothetical Policy


Bundestag discusses Wealth Taxation

[Image of Bundestag]

The Bundestag is currently debating a legislative proposal that would introduce a tax on high wealth. Accordingly, all assets over 20 million euros should be taxed at 0.5% per year.

Other policy scenarios:

  • speed limit on highways
  • asylum definition
  • federal school policies
  • public health insurance

Treatment: Frames

Pro-Frame

Proponents argue that wealth taxes could make a significant contribution to reducing inequality in Germany. Currently, the richest 10% own about 67% of wealth, compared to about 1% for the poorest half of the population. A redistributed wealth tax could almost double the disposable wealth of the lower half of the population.

Contra-Frame

Critics argue that a wealth tax endangers economic stability. The wealthy would move their capital abroad to avoid taxation. This would reduce investments and thus weaken Germany as a business location. As a result, economic growth and jobs are threatened.

Treatment: Party Position


Manipulation Checks

Framing Effect on Attitudes