Building a Cognitive-Sociological Model of Stereotypes: Stereotypical Frames, Social Distance and Framing Effects

Abstract

Framing analysis reveals that socially disadvantaged groups are frequently subjected to negative media framing. Findings from media effects studies suggest that stereotypical frames can activate the audiences' negative cognitive/affective responses. However, little effort has been made to bridge findings from these 2 approaches and explain the mechanism through which these activated responses further influence people's social interaction patterns. Recognizing the gap in the literature, this article proposes a cognitive-sociological model of stereotypical frames. The model explains the following relationship: (a) stereotypical frames can be classified into different genres according to their possible cognitive/affective effects; (b) responses activated by stereotypical frames are positively related to people's willingness to keep social distance in their minds; and (c) there is a negative relationship between social distance and the changing of people's stereotypical attitudes. Seven propositions that can guide future studies are also proposed.

KEYTERMS:

• cognitive-processing model
• framing
• social distance
• stereotype