Framing peace: Examining the impact of social movement activity upon public opinion

This study investigates the mechanisms through which social movement organizations (SMOs) are able to impact mass public opinion through framing processes. Past research has failed to find significant impact of SMOs upon current attitudes of mass publics. This failure is due to where research has looked, as well as the methods used to measure impact. Past research has not confined itself to SMO impact upon issues once they have achieved high visibility. Previous studies have also been methodologically flawed. Prior studies generally measure SMO behavior as protest behavior. However, much SMO activity is not protest, but various informational and persuasive activities of a more pedestrian manner. In addition, prior studies confine themselves to either very short periods of time or do not account for time series autocorrelation, or both. This research demonstrates the efficacy of a "Conditional Framing Effects" model of SMO behavior and public opinion. The model predicts that (1) SMOs utilize a repertoire of framing tactics to compete for placing master frames in news media coverage; (2) news media organizations select press releases for coverage based on the professionalism, subject content, and events associated with the release; (3) it is the amount of news media coverage of the SMO that has the proximate impact upon public opinion; (4) SMO coverage exerts short term effects upon public opinion; and (5) the effect is primarily upon the attitude consistency exhibited by mass publics, not attitude valence. Findings from four Israeli SMOs' press releases and monthly indicators of Israeli public opinion over a five-year period concerning the Arab-Israeli peace process indicate that (1) SMOs utilize tactical and master frames to present their views; (2) the dynamics of news media needs and SMOs' abilities to meet these needs through press releases and events substantially limit the variation in SMO tactical frames that mass publics are actually exposed to; and (3) SMOs exert short term influence on mass public opinion through both consistency and valence shifts. The findings are discussed in relation to the future of the Arab Israeli peace process and future research into the dynamics of SMO activity and public opinion.