The television framing methods of the national basketball association: An agenda‐setting application

An identification and analysis of the framing methods used in broadcast television complements existing agenda‐setting research which claims that the way a topic is framed can influence public salience about that topic. Studying framing methods offers insights into the content decision‐making strategy of mass media professionals. Following the agenda‐setting theoretical model, a case study of the National Basketball Association (NBA) separates framing methods as related to either the exposure or portrayal of a topic. Key informant interviews provide insight into the exposure framing method and reveal two portrayal instruments: cameras and announcers; and three framing strategies: depicting the NBA as a team game, personalizing players, and developing storylines. The NBA is studied because most people experience the topic through television and the topic is unique as it is placed on the media agenda through the signing of a broadcast rights contract.