Pengaruh Framing Media terhadap Emosi Moral dan Intensi Boikot: Peran Moral Foundations

Abstract

Abstrak

Penelitian ini menguji peran framing media terhadap emosi moral dan intensi boikot pada konflik Israel–Palestina serta peran dasar moral individu dalam memoderasi efek tersebut. Dengan menggunakan desain eksperimen between-subjects, penelitian ini membandingkan pengaruh episodic dan thematic framing terhadap kemarahan terhadap Israel, empati terhadap Palestina, dan intensi boikot, dengan Moral Foundations Theory sebagai moderator. Sebanyak 557 partisipan secara acak ditugaskan ke dalam kondisi framing dan dianalisis menggunakan regresi linear. Hasil menunjukkan bahwa framing tidak menghasilkan efek utama yang konsisten terhadap kemarahan, empati, maupun intensi boikot. Namun, ditemukan pola interaksi selektif antara framing dan fondasi moral. Interaksi framing × moral individualizing muncul signifikan pada empati, di mana perbedaan antara episodic dan thematic framing terutama terlihat pada individu dengan moral individualizing rendah. Sebaliknya, interaksi framing × moral binding muncul pada kemarahan terhadap Israel, yang menunjukkan bahwa kemarahan moral lebih berkaitan dengan orientasi normatif berbasis kelompok. Tidak ditemukan pengaruh framing maupun interaksinya terhadap intensi boikot. Afiliasi agama menjadi prediktor paling konsisten terhadap seluruh variabel dependen. Temuan ini menegaskan bahwa efek framing bersifat kondisional dan bergantung pada kesesuaian antara tipe framing, fondasi moral individu, dan jenis emosi moral yang terlibat.

Abstract 

This study investigates the role of media framing in shaping moral emotions and boycott intentions in the context of the Israel–Palestine conflict, as well as the moderating role of individuals’ moral foundations. Using a between-subjects experimental design, the study compares the effects of episodic and thematic framing on anger toward Israel, empathy toward Palestine, and boycott intention, with Moral Foundations Theory serving as the moderating framework. A total of 557 participants were randomly assigned to framing conditions, and the data were analyzed using linear regression techniques. The findings indicate that framing does not produce consistent main effects on anger, empathy, or boycott intention. Instead, selective interaction patterns emerge between framing and moral foundations. Specifically, the interaction between framing and moral individualizing is significant for empathy, such that differences between episodic and thematic framing are primarily observed among individuals with lower levels of moral individualizing. In contrast, the interaction between framing and moral binding emerges for anger toward Israel, suggesting that moral anger is more closely associated with group-based normative orientations. No effects of framing or its interactions are observed for boycott intention. Religious affiliation emerges as the most consistent predictor across all dependent variables. Overall, these findings demonstrate that framing effects are conditional rather than universal and depend on the alignment between framing type, individuals’ moral foundations, and the specific moral emotions involved.