Different pathways to identify moral framing from media content: A response to Hopp and Weber

Rong Wang, Wenlin Liu

Research output: Contribution to journalComment/debate

6 Scopus citations


Moral framing is a mobilizing strategy in digital activism to raise awareness of a social issue. This essay discussed the strengths and weaknesses of multiple methods of extracting moral framing from media content. Two issues were highlighted from crowd-coding and automated coding using computational approaches: context sensitivity and the handling of coding discrepancies. We compared results from manual content coding and automated analysis using the eMFD, urging scholars to incorporate multiple methods to uncover the meanings behind each moral value. We argued that crowdcoding, computational approaches and manual coding are not exclusive of one another, and encouraged scholars to diversify their methodological toolbox and choose what to use based on the research context.

Original languageEnglish
Pages (from-to)380-388
Number of pages9
JournalCommunication Monographs
Issue number3
StatePublished - 2021

Bibliographical note

Publisher Copyright:
© 2021 National Communication Association.


  • Moral framing
  • content analysis
  • digital activism
  • moral foundation theory

ASJC Scopus subject areas

  • Language and Linguistics
  • Communication


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