Framing and Priming in Science Communication

Scientific and technological issues are increasingly becoming policy issues, with different stakeholders trying to influence the debate. It is therefore imperative for science communicators to understand the importance of processes such as framing and priming, two theories of media effects with roots in psychology, communication, and other social science disciplines. Although they are often presented as related, they refer to two different processes. They are, however, both very important to science and technology communicators since they refer to powerful media effects that can influence audiences' perceptions of scientific issues. They can also be used as strategic tools to affect audiences' attitudes toward complex issues and the type of decisions individuals might make to address risky situations potentially posed by new technologies.