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Measuring Issue-specific and Generic Frames in the Media’s Coverage of the Steroids Issue in Baseball

This study explored frames in the coverage of the steroids issue in baseball through a content analysis of traditional and new media. Using issue-specific and generic frames, it proposed a hybrid measurement tool that combines both approaches. Findings of the principal component analysis indicate the media framed the steroids issue primarily in terms of conflict and policy. Significant differences emerged between traditional and new media, on the one hand, and between the news and sports media, on the other. Besides these frames, the media also presented the steroids story as a public opinion and morality issue, using organizational officials, the public, and the media to convey these frames.