Understanding How Audiences Interpret Science News Frames

Abstract

This thesis is an investigation into audience perception of the use of science frames versus non-science frames in news journalism covering science content. The effect of a science frame versus a non-science frame is measured through survey treatments that measure three dependent variables: The audience perceptions of the message source, meaningfulness of the message, and the journalistic �objectivity� of that message. Participants responded more favorably to a science frame than to a non-science frame in national coverage of the discovery of Homo naledi from 2015 for all three variables. The findings indicate that using a non-science frame to cover a science story does not reflect well on the journalist, does not make the story more meaningful, and does not increase a sense of journalistic balance for audiences.