Thank Manuel Castells for that one (adapted from Entman, 2004:10):
So what does this mean, exactly? This diagram was used to illustrate the way influence is exercised in society, what Castells calls a hierarchy of influence because not all players have the same ability to set the agenda, prime the public, frame issues and index them. Actually, these four processes (agenda-setting, priming, framing, and indexing) are the main mechanisms through which influence is exercised.
In the diagram, Castells was using the example of the shaping of opinion in the running up to the war in Iraq where the public opinion was fed a daily dose of untruths cascading downwards from the administration. Many people continue to this day to believe some of these lies even though they have been since thoroughly debunked. The full arrows mark the cascading hierarchy, with the administration setting the agenda. Other elites (such as other foreign governments or the UN and other such international fora) contribute to priming the agenda (something also done by the media). Priming refers to the process of creating determined associations in people’s minds between element of the agenda the administration wants to push and certain benchmarks or standards through which events or actions by leaders will be evaluated. Like priming a pump, the public has to be primed to think in certain ways about certain issues. Associated with this is the more familiar process of framing, that is, of selecting and highlighting elements of events, connecting them into a coherent narrative that supports the set agenda. And finally, the process of indexing that is, how actors in the media rank the importance of issues based on governments statements.
The dotted arrows mark the potential for resistance against this hierarchy of influence. For instance, the public can resist the framing done by the media by either selecting other media (such as watching the BBC or Al-Jazeera in English coverage of specific events like the assassination of Osama bin Laden or the collapse of the Gaddafi regime in Libya) or “talk back” to the media through social networking platforms such as Twitter. Other elites can also resist the agenda-setting of the administration (as a few governments did before Operation Iraqi Freedom… remember the Freedom Fries).
Nevertheless, as Castells argues, frame dominance (usually by whichever entity is at the top of the cascade) is the norm and frame parity (the successful challenge of a dominant frame by less powerful groups) is the exception.
As Castells puts it:
“Activation at each level of the cascade depends on how much information is communicated in a particular set of framings. What passes from one level to another is based on selective understanding. Motivations play a key role in effectiveness of framing at each level of the cascade. Participants in the process of communication are cognitive misers who will select information on the basis of the habits. (…) Elites select the frames that advance their political careers. Media professionals select the news that can be most appealing to audiences without risking retaliation from powerful players. People tend to avoid emotional dissonance, thus they look for media that support their views. For instance, when people try to escape the cascading process in one media system because of their disagreement with the frames, they search for online news from foreign sources. (…) The global network of news media offers the public an alternative when framing in one particular media context fails to win acceptance or subdue resistance. Indeed, media framing is not an irresistible determination of people’s perceptions and behavior.” (Communication Power, 164 – 5)