Media framing of nuclear power plants and its effects on public opinion in Türkiye: an experimental study

Abstract

Media framing research has demonstrated significant effects on public opinion formation, yet limited attention examines how frame effectiveness varies across domains and individual characteristics within polarized political environments. Türkiye's polarized media system and ongoing nuclear energy development provide an optimal context for investigating these complex framing dynamics. This study examines how different media framings of nuclear energy policy influence Turkish citizens' attitudes and identifies the individual and contextual factors that moderate these effects. The research employed a 2×2×2 factorial experimental design manipulating frame valence (positive vs. negative), frame domain (national security vs. environmental security), and media source political orientation (pro-government vs. opposition). Participants (N = 778) were randomly assigned to experimental conditions and exposed to three news articles reflecting their assigned treatment combination before completing attitude measures. Results demonstrated framing effects. In the full sample, positive frames showed higher government policy support compared to negative frames. Among attention check passers (N = 443), government policy support remained significant and general attitudes reached significance. Domain analysis revealed asymmetry: national security frames produced significant effects across multiple attitude dimensions, while environmental security frames showed minimal impact. Individual differences revealed curvilinear moderation patterns for both media trust and knowledge, with moderate levels creating optimal framing susceptibility. The findings demonstrate that framing effectiveness depends critically on domain content and audience characteristics rather than simple valence manipulation. Results suggest that security-related frames may be more cognitively accessible in Türkiye's geopolitical context, while environmental arguments require more sustained communication efforts.