Moral Arguments As A Source Of Frame Strength


This paper investigates whether moral arguments are part of what makes a political frame strong. First, I conduct a meta-analysis of previous experimental framing studies. Second, I conduct an online poll that tests strong frames from previous experimental studies on their moral content. Third, I design frames with moral and amoral arguments to complement gaps in previous experiments and test these frames in a second online poll. Finally, I design a questionnaire for an online survey experiment that assesses the effect of moral and amoral frames.The poll are fielded on MTurk, while the survey experiment is carried out through Lucid. The substantive results show whether moral arguments form a part of what makes a political frame strong.