Framing theory in the field of Political Communication: Theoretical and Methodological Conceptualization

The aim of the article is to present framing theory and relevant methods of re¬search of its effect on the voting behavior of citizens from the viewpoint of the discipline of political communication. Emphasis is placed on a comprehensive definition of the valence effect of framing, which can best be applied as a starting concept for research of the exist¬ence of the contribution of framing to the formation of political preferences of the citizens. At the same time, a relevant methodological approach is presented here in the form of the so-called macro level analysis, which appears from the nature of political communication, as a society-wide process, the most suitable approach for empiric testing of the valence effect of framing. The relevance of this approach is supported by the presentation of related scientific studies.