Equivalency Framing in Political Decision Making (2020)
in: Oxford Research Encyclopedia of Politics
Politics is increasingly reliant on numerical descriptions of the world. Numbers are relied upon for their ability to communicate some unambiguous facts of life. Equivalence frames are equivalent descriptions of the same quantity and they help us understand how different ways of presenting the objectively same piece of numerical information affect political behavior. Equivalence framing effects denote that these different presentation of the fundamentally same fact have very profound effects on preferences. However, most research in political behavior have relied on other forms of framing and largely regarded equivalence framing as a well-defined concept without much relevance to real-world politics. The standard form of equivalence framing changes the valence of a label which describes the same numerical fact. This form of negative and positive framing of the same metric will often elicit very different responses for the recipient of the information. A less studied type of equivalence framing in political behavior manipulates the same numerical fact but with a different metric or scale. These have often not been explicitly recognized as equivalence frames but are clearly an important example in a world of numbers. As for valence manipulation, changing the metric can also have profound effects. Moving forward studies of equivalence framing must both gain a better descriptive understanding of the actual use and abuse of equivalence frames in observational setting and at the same time aim to understand the causal properties of equivalence frames in the field—outside the controlled environment of the survey or lab where they most often are studied.