Framing public policy: The impacts of political sophistication and nature of public policy

This empirical research investigates how political sophistication moderates framing effects on public opinion and attitudes. It explores when framing effects occur and who could be immune to such framing. Experimental results with multivariate analyses indicate that political sophistication enhances or reduces framing effects in shaping public views and stances, subject to the nature of public policy. When a public policy is promoted that is perceived as an easy issue, framing effects are significant for individuals who are less politically sophisticated. Alternatively, when a hard issue is presented, opposite results are observed. Framing effects are insignificant in promoting an ideological issue regardless of a person's political sophistication.