%0 Journal Article
%T Schemas and Frames
%A Dustin S. Stoltz
%A Justin Van Ness
%A Marshall A. Taylor
%A Michael Lee Wood
%J Sociological Theory
%@ 1467-9558
%D 2018
%R 10.1177/0735275118794981
%X A perennial concern in frame analysis is explaining how frames structure perception and persuade audiences. In this article, we suggest that the distinction between personal culture and public culture offers a productive way forward. We propose an approach centered on an analytic contrast between schemas, which we define as a form of personal culture, and frames, which we define as a form of public culture. We develop an ˇ°evocation modelˇ± of the structure and function of frames. In the model, frames are conceived as material assemblages that activate a network of schemas, thereby evoking a response when people are exposed to them. We discuss how the proposed model extends, and clarifies, extant approaches, and consider new directions for future research
%K schemas
%K frames
%K framing
%K culture and cognition
%U https://journals.sagepub.com/doi/full/10.1177/0735275118794981