Framing, emotions, and morality: Understanding media influence on moral attitudes towards the unvaccinated during COVID-19

Abstract

During the COVID-19 pandemic, non-compliance with health measures became a moralized issue. This study examines how news framing influences moral attitudes towards the unvaccinated and the mediating role of emotional reactions. Using an experiment (N = 456), we evaluated the effects of episodic and thematic framing on emotional responses and moral attitudes to unvaccinated individuals. Compared to the control group, episodic frame significantly reduced anger and disgust, increased sympathy, and reduced the strength of moral attitudes towards the unvaccinated. Thematic frame had no significant effect compared to the control group. Mediation analysis confirmed that changes in moral attitudes were driven by shifts in emotional reactions. These findings highlight the powerful role of news framing in shaping public opinion during health crises.