Despite the complexities, there is sufficient evidence, especially from

political communication research, to demonstrate the occurrence of effects on

audiences that are in line with news frames . Iyengar (1991) showed that the way
in which news about social problems was framed affected whether audiences
were more or less likely to ' blame the victim' for their troubles. Research into the
1991 Gulf War showed that framing of news encouraged audiences to endorse
military rather than diplomatic solutions (Iyengar and Simon, 1997) In the case of
the news reporting of the two air disasters mentioned in Chapter 14 (Box `14.3),
Entman (1991) found strong evidence of public opinion forming in line with the
inbuilt news frames: the Soviets were strongly condemned for the loss of the
Korean plane, and the Americans were largely absolved of responsibility for the
Iranian loss. McLeod and Detenber (1999) found that differently framed news
reports of the same protests had different effects viewers. As noted on p.530,
Jamieson and Waldman (2003) attribute the failure of A1 Gore in his challenge to
George W. Bush over the contested US presidential election outcome to the way
the issue was framed. Several accounts of the early stages of the Iraq war
confirm that the US administration sources successfully injected frames
favourable to the war into mainstream news reports(Schwalber et al.,2008) which
in turn seemed to mobilize popular support, although gradually discordant and
critical elements crept into news and support declined.