A1 Refereed original research article in a scientific journal
Framing, emotions, and morality: Understanding media influence on moral attitudes towards the unvaccinated during COVID-19
Authors: Marttila, Eetu; Koivula, Aki
Publisher: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Publishing place: ABINGDON
Publication year: 2024
Journal: Social Science Journal
Journal name in source: SOCIAL SCIENCE JOURNAL
Journal acronym: SOC SCI J
Number of pages: 16
ISSN: 0362-3319
eISSN: 1873-5355
DOI: https://doi.org/10.1080/03623319.2024.2441897
Web address : https://doi.org/10.1080/03623319.2024.2441897
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/478067041
During the COVID-19 pandemic, non-compliance with health measures became a moralized issue. This study examines how news framing influences moral attitudes towards the unvaccinated and the mediating role of emotional reactions. Using an experiment (N = 456), we evaluated the effects of episodic and thematic framing on emotional responses and moral attitudes to unvaccinated individuals. Compared to the control group, episodic frame significantly reduced anger and disgust, increased sympathy, and reduced the strength of moral attitudes towards the unvaccinated. Thematic frame had no significant effect compared to the control group. Mediation analysis confirmed that changes in moral attitudes were driven by shifts in emotional reactions. These findings highlight the powerful role of news framing in shaping public opinion during health crises.
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Funding information in the publication:
This work was supported by Helsingin Sanomat Foundation.
