ABSTRACT
The cyclical model of framing developed in the present study suggests that, fi rst, the interaction of political discourse and press coverage with pre-existing considerations helps people develop their perceptions and attitudes towards issues on which they usually lack information. Second, the prevalence of a competing frame in the media urges government offi cials to respond or simulate responsiveness to public opposition when the issue is suffi ciently relevant to the public. In order to demonstrate the two-way relationship between framing and public opinion, it is initially necessary to establish a positive correlation between the importance attributed by decision-makers and the mass media to the issue under investigation and the importance attributed to the same issue by the public. It could be argued, in fact, that political statements could not reach the public or exerted only a minimal infl uence on its perception of the issue either because decisionmakers did not pay much attention to it or because it did not receive wide media coverage. Moreover, responsiveness to public opinion is expected to occur on issues that generate political controversy and public interest. It is not very likely that decision-makers will consider changing their policy or communication strategies if the issue neither sparks political debate nor attracts people’s attention.
