Equality, Morality, and the Impact of Media Framing: Explaining Opposition to Same‐Sex Marriage and Civil Unions

To date, opposition to same-sex marriage and civil unions has primarily been explained in individual, cross-sectional fashion using demographic and political characteristics as well as other policy attitudes. Such efforts have yet to explain movement in aggregate opinion on this policy debate over time. One factor driving such movement might be evolving information dynamics related to how the media cover same-sex marriage and civil unions. I examine how media framing capturing discussions of equality and morality shapes how the public feels concerning same-sex marriage and civil unions from 2004 to 2011, explaining how media content capturing core values plays a significant role in driving levels of opposition. I find strong evidence that equality framing drives opposition to same-sex marriage and civil unions downward, as does the extent to which equality framing surpasses morality framing in the competition for space on the media's agenda. Related Articles Lewis, Gregory B., and Charles W. Gossett. 2008. “Changing Public Opinion on Same-Sex Marriage: The Case of California.” Politics & Policy 36 (1): 4-30. http://onlinelibrary.wiley.com/doi/10.1111/j.1747-1346.2007.00092.x/abstract Bramlett, Brittany. 2012. “The Cross-Pressures of Religion and Contact with Gays and Lesbians, and Their Impact on Same-Sex Marriage Opinion.” Politics & Policy 40 (1): 13-42. http://onlinelibrary.wiley.com/doi/10.1111/j.1747-1346.2011.00337.x/abstract Skipworth, Sue Ann, Andrew Garner, and Brian J. Dettrey. 2010. “Limitations of the Contact Hypothesis: Heterogeneity in the Contact Effect on Attitudes toward Gay Rights.” Politics & Policy 38 (5): 887-906. http://onlinelibrary.wiley.com/doi/10.1111/j.1747-1346.2010.00262.x/abstract Related Media Polling Report. 2012. “Same-Sex Marriage, Gay Rights”: Surveys Conducted between 1998-2012.” http://www.pollingreport.com/civil.htm National Conference of State Legislatures. 2012. “Same-Sex Marriage on the Ballot.” http://www.ncsl.org/legislatures-elections/elections/same-sex-marriage-on-the-ballot.aspx A la fecha, la oposicion a los matrimonios y uniones civiles entre personas del mismo sexo ha sido explicada principalmente usando estudios transversales individuales que incorporan caracteristicas demograficas y politicas, asi como otras posturas politicas. Un factor impulsando este movimiento puede ser la cambiante dinamica de la informacion relacionada a como los medios de comunicacion reportan informacion sobre matrimonios y uniones civiles del mismo sexo. Examino como la presentacion de las discusiones sobre igualdad y moralidad condicionan la opinion publica sobre matrimonios y uniones civiles de los anos 2004 a 2011, explicando como la captura valores fundamentales en contenido de los medios de comunicacion juega un papel importante en los niveles de oposicion. Encuentro evidencia significativa indicando que la presentacion de la informacion en terminos de igualdad disminuye la oposicion a matrimonios y uniones civiles entre personas del mismo sexo, hasta el punto en el que la presentacion en terminos de igualdad supera la presentacion en terminos morales en la competencia por espacio dentro de la agenda de los medios de comunicacion.