2.4.2 Three spheres
Eichhorn's model of social framing of issues distinguishes in principle among three spheres —
mass media, passive audience, and "elite audience" — the last of which is divided into three
subgroups: interest groups, political actors, and active audience. According to Eichhorn, the
fact that the elite audience is subdivided, but not the two other spheres, is sufficient for the
macro description of processes of social framing of issues.
Eichhorn (2005, 157) understands spheres as elements that can be observed as homogeneous
units. The entities that actually act, whether physical persons or organizations represented by
physical persons, are called actors by Eichhorn. Between these groups, there is an intensive
interactive exchange, which Eichhorn calls influence processes. The Eichhorn model also
takes account of functions, which are used in the sense of superordinate tasks of these three
spheres, but are not specially labeled as part of the model.
2.4.3 Actors
According to Eichhorn (2005, 153), actors are the actually acting subjects. He distinguishes:
1. Interest groups: These include all organized groups that do not belong to the political
system in a narrow sense but that represent public interests. They bundle particular interests in
society and reduce diversity.
2. The mass media: The mass media are linked with other areas of society at an individual and
organizational level. Their main functions are to provide information and social orientation.
From the perceived reality, the journalist actively constructs a media reality which 1s
codetermined by a multitude of individual and systemic factors. Media reality is a collective
product that is determined by the participating individuals, organizations and their interactions
as well as interaction with the environment.
3. The active audience: Does not constitute a "group" in the group-sociological sense.
Membership is defined by active participation in public opinion processes. In contrast to
political actors or interest groups, the active audience cannot be subdivided into relatively
homogeneous, organized units.
4. The passive audience: Is the largest part of the audience, which usually remains politically
passive and appears in statistics as bearers of the "public opinion".
5. Political actors: Are representatives of the executive and legislative branches and are
supposed to realize social goals and ideals. The determination of political priorities is
influenced by the public opinion, and political actors in turn influence public opinion.
2.4.4 Processes
Eichhorn (2005, 155) understands processes as influence-taking among actors. In this model,
four fundamental types of process are distinguished, which attempt to show the paths of
influence among the individual actors. The fifth type of process, media reporting, 1s of special
importance and is discussed in this chapter under the heading "The special role of the mass
media". The term "influence" is always used in the sense of "influence on the issue structure":
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