Framing, emotions, and morality: Understanding media influence on moral attitudes towards the unvaccinated during COVID-19

: Marttila, Eetu; Koivula, Aki

Publisher: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD

: ABINGDON

: 2024

: Social Science Journal

: SOCIAL SCIENCE JOURNAL

: SOC SCI J

: 16

: 0362-3319

: 1873-5355

DOI: https://doi.org/10.1080/03623319.2024.2441897

: https://doi.org/10.1080/03623319.2024.2441897

: 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.

Framing emotions and morality Understanding media influence on moral attitudes towards the unvaccinated during COVID-19.pdf

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This work was supported by Helsingin Sanomat Foundation.