Counter-framing: Implications for public relations

This article seeks to introduce the concept of counter-framing (i.e. a frame that contradicts the original frame and is introduced at a later date than the original) to the public relations literature so that scholars might more accurately examine the democratic environment where competitive debate is expected and meaning is negotiated. The article begins with a summary of how public relations scholars have studied framing before highlighting research from political science researchers on counter-framing. A case study of the battle for gun control legislation in the United States is then used to examine and contextualize the framing/counter-framing dynamic. This study adds the duration of time between messages as a possible factor that might influence framing effects.