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Research Note
Journal of Language
and Social Psychology
Volume 27 Number 3
September 2008 266-275
2008 Sage Publications
10.1177/0261927X08317951
http://jls.sagepub.com
hosted at
http://online.sagepub.com
Positioning theory was invoked to predict that framing effects of political violence are
moderated by the social position of the message receiver. As a reference, for the purpose of this study, the societal structural configurations of Malay Muslims and Filipino
Christians led to their classification as respondents from the Dominant Social Position,
and Malay Christians and Filipino Muslims as participants in the Nondominant Social
Position, respectively. Respondents read a vignette about either a terrorist or a freedom
fighter who bombed a building, and then described the story character using trait attributes on a semantic differential scale. Respondents from disadvantaged groups preferred
freedom fighters over terrorists, whereas respondents from dominant groups evaluated
terrorists more highly than freedom fighters.
Keywords: positioning theory; political communication; framing effects; terrorist;
freedom fighter; Malay Muslims; Malay Christians; Filipino Christians;
Filipino Muslims
ecent theoretical work suggests that the very nature of terrorism is largely cognitive. Although political violence occurs in the real world, terrorism operates
as a socially constructed phenomenon in the mass minds of large pluralities of people
(Harr, 2004; Turk, 2004). Positioning theory explains how a socially constructed
phenomenon such as terrorism can be influenced by political framing. A position is
a set of rights and duties to enact certain social behaviors, associated with the nature
of a persons occupation of a strip of life (van Langenhove & Harr, 1999). The
Authors Note: The authors thankfully acknowledge the support given to the first author by the Ateneo
de Manila Universitys Loyola Schools Scholarly Work Grant and Professorial Chairs in 2004/2006. The
authors are also greatly indebted to the anonymous reviewers who gave valuable feedback on earlier
drafts. The second author was working at the International Islamic University in Malaysia, when the study
was conducted. Correspondence concerning this article should be addressed to Cristina Jayme Montiel,
Department of Psychology, Ateneo de Manila University, PO Box 154, Manila 1099, Philippines; e-mail:
cmontiel@ateneo.edu.
266
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Both descriptions convey images of individuals who harm other people to obtain
political goals, and suggest other characteristics that may push perceivers to view
terrorists more negatively than freedom fighters. The terrorist label implies that the
person is motivated by revenge, remains closed to political negotiations, targets randomly selected civilians, and is considered an evil villain (e.g., Kennedy, 1999). After
September 11, 2001, the terrorist label turned more Islamic (Martin & Phelan, 2002).
On the other hand, the freedom-fighter label suggests a person who stands passionately committed to national liberation, remains open to political negotiation for the
sake of liberation, hits military targets only, and may be viewed as hero and martyr
(e.g., Ganor, 2002; Harr, 2004). Note that the aforementioned descriptions of terrorists and freedom fighters characterize mental categories, and as such do not correspond on a one-to-one basis with the realities of enactors of political violence.
In addition to framing effects, we further conjectured that the labels terrorist/
freedom fighter produced different cognitive effects across types of social perceivers.
We nuanced that the social position of the message perceiver moderated framing
effects.2
Social position refers to a groups location within a hierarchical social structure
(Guimond, Dambrun, Michinov, & Duarte, 2003; Higgins, 2000). Bourdieu (1984)
raised a crucial point that linked the social position of the perceiver to the relative
meaning of a message. Bourdieu claimed that agents have points of view on this
objective space which depend on their position within it (p. 169). Other studies have
likewise shown that perceivers from different power positions view the same social
reality in different ways (Montiel & Macapagal, 2006; Sachdev & Bourhis, 1985).
We predicted that groups from different power positions in a society would attach
significantly different meanings to the labels terrorist and freedom fighter. Individuals
from nondominant social groups would evaluate more positively a communication
about freedom fighters rather than terrorists because the frame produced by the former
label highlights goals of freedom from oppression. On the other hand, members of
dominant groups would not evaluate the label freedom fighter more positively because
the frame emphasizes a liberation-oriented goal that threatens their upper-hand position in society. Another reason for a predicted dominant groups preference for the
terrorism label is context specific to the Malaysian sample site. A study on terrorism
and media in Malaysia showed that the government itself is not absolutist in its
stance against terrorism, especially because of postSeptember 11 associations
between terrorism and Islam (Cole, 2006b). One repeated government media message
has been that the war on terror unjustly attacks Islam. Further, the Malaysian government has condemned the expansion of the war on terror into Iraq, and supports
Palestinian goals.
The impact of political frame and social position was examined on the evaluative
trait attributions of a terrorist/freedom fighter. We experimentally produced the first
independent variable of political frame by varying the labels terrorist/freedom fighter
in a set of vignettes.3 The second predictor variable, social position, was created
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Table 1
2 2 Matrix Showing the Four Vignettes Used to
Create the Variable Political Framea
Name of Politically Violent Actor
Outcome of Violent
Act on Actor
Suicide bomber
Escapes unhurt
Terrorist
Freedom Fighter
a. The original instrument did not contain the italic words which are used on this table only for emphasis.
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out on a scale of 1 to 6, from 1 = the most positive to 6 = the least positive. To get a
sense of typical character evaluations, we calculated the overall group mean. Results
showed that respondents rated the violent actor negatively (N = 266, M = 2.2, SD = 1.2).
Further mean derivations established that all subgroups viewed the violent enactor
as bad (M < 3.5) rather than good (M > 3.5), regardless of political frame (terrorist:
M = 2.18, SD = 1.26; freedom fighter: M = 2.29, SD = 1.16) or perceivers social
position (dominant: M = 2.34, SD = 1.16; nondominant: M = 2.16, SD = 1.24).
We employed a 2 2 ANOVA following the procedure proposed by Baron and
Kenny (1986) to examine moderator effects. ANOVA results showed no main effects
but confirmed a significant interaction effect. The tests for both political frame (F[1,
262] = 0.234, p = 0.63) and perceivers social position (F[1, 262] = 1.916, p = 0.17)
were insignificant, although the effect of the latter was relatively stronger than the
first. The interaction effect was significant (F[1, 262] = 9.765, p = 0.002). Although
the interaction-effect size was relatively weak (partial eta square = .036), this part of
the results contains the most striking part of the ANOVA because it indicates that the
effect of political framing in the terrorist discourse depends on some social characteristic of the third-party public.
Figure 1 illustrates the moderating effects of perceivers social position by graphing the means of the comparative social groups across the two framing conditions.
A freedom fighter frame elicits better evaluations from nondominant groups, whereas
a terrorist label results in higher character evaluations among dominant groups. Note,
however, that higher evaluations do not indicate positive attributions but rather characterological perceptions that improve from very bad to slightly bad.
Our results demonstrate that the amount of negativism toward political violence can
be mitigated by political frames in the communication process. Contrary to common
expectations that freedom fighters would receive more favorable ratings than terrorists,
our findings show that the effect of using the label freedom fighter varies in relation to
the perceivers social position. Only the members of nondominant groups tend to give
better evaluations to freedom fighters. Individuals located in dominant group positions
find freedom fighters even more repelling than terrorists. Hence, in positioning power
games, freedom fighter labels take on a more positive meaning only among groups
who come from or who identify with the nondominant groups.
One theoretical contribution of this research lies in the presentation of evidence of
an interface between communication frames and the social position of the message
receiver. In the discursive construction of political violence, power wielders position
themselves and their enemies on the mental maps of the public at large. By power
wielders, we refer not only to state or global authorities but also to individuals and
groups engaged in social contentions against these state and global authorities
(Montiel & Christie, 2007). The violent enactor or media may use labels like terrorist or freedom fighter to frame the violence in a politically persuasive way. However,
the framing impact of the labels terrorist or freedom fighter cannot be predicted
unless one considers the social position of the message receiver. The public nature of
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Figure 1
Interaction Effects of Political Framing and Perceivers Social Position on
Evaluative Trait Attributions of a Terrorist/Freedom Fighter
2.60
Perceivers
Social Position
2.40
Nondominant
Dominant
2.20
2.00
1.80
Freedom Fighter
Terrorist
Political Frame
political violence warrants that mental positions in discursive space are socially constructed not only by the framed location of the perceived terrorist/freedom fighter,
but also by the social position of the message-receiving public.
One implication to real life politics has to do with the persuasive effects of using
the term freedom fighter. Our findings suggest that the use of the term freedom fighter
produces positive persuasive effects only to audiences who already tend to sympathize with liberation causes due to their nondominant social positions. This raises the
question about whether the term freedom fighter becomes controversial not because
of its influential effects on third-party publics, but because of its persuasive framing
effects among potential recruits (i.e., sympathizers) and active members of a liberation movement.
In general, however, our findings indicate a universal negative view toward political violence among third-party publics. Regardless of political frame, perceivers
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social position, and all other demographics, the character who bombed the building
was evaluated as bad rather than good. Findings in Malaysia and the Philippines suggest that at least in these countries, power wielders engaged in political violence do
not gain meaningful moral uppance among third-party publics by framing themselves
or their opponent as terrorist or freedom fighter. Such results speak to practical political players and fortify the arguments for nonviolent strategies. Unlike militarized
methods, active nonviolent strategies do not harm civilian populations, yet they offer
viable pragmatic alternatives to homegrown liberation struggles or militarized foreignbacked power shifts (Ackerman & DuVall, 2000; Zunes, Kurtz, & Asher, 1999).
Further, our findings suggest that in real politik, antagonists on both sides of political
contentions can increase their popularity with third-party publics by emphasizing
nonviolent means of obtaining their political goals, rather than framing their use of
violence in various ways.
Notes
1. With the rise of the Internet, however, the enactors of political violence are rapidly gaining access
to their public at large, and do not have to pass through conventional media outfits to communicate their
messages.
2. The interactive nature of framing effects has already been demonstrated by Druckman (2001). He
showed that the effects of framing were moderated by whether the message receiver perceived the source
as credible or not.
3. We further refined each label by varying the outcome of the violent act. Preliminary results showed
this alteration did not matter. We deduced that the labels terrorist / freedom fighter produced powerfully
salient frames that were not influenced by whether the politically violent character died as a suicide
bomber, or escaped unhurt from the deadly scene.
4. Regarding the other trait factors, interested readers should connect with the first author for emergent findings on these. Interestingly, initial findings indicated that mentally well loaded highly on the
evaluative factor Good, which also included other judgmental trait attributions like kind, not criminal, and
correct. This suggests that in contexts of political violence, perceptions of mental well-being and illness
may be a reflection of certain peoples moral judgments of a political act.
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Cristina Jayme Montiel has been with the psychology department of Ateneo de Manila University for
30 years, where she is currently professor and coordinator of the PhD in Social-Organizational
Psychology program. A former associate editor of Peace and Conflict: Journal of Peace Psychology, she
has received the Outstanding Service Award from the Division of Peace Psychology of the American
Psychological Association, the Distinguished Contribution Award from Psychologists for Social
Responsibility, and was in the first group of senior research fellows of the Nippon Foundations Asian
Public Intellectuals program.
Ashiq Ali Shah is a professor of psychology at the Kwantlen University College, British Columbia,
Canada. He is former associate editor of the Pakistan Journal of Psychological Research, currently the
consulting editor of Pakistan Journal of Social and Clinical Psychology, the Pakistan Journal of
Professional Psychology, and advisor to the Search Institute: The Centre for Spiritual Development in
Childhood and Adolescence, Minneapolis. His research interests include social-psychological problems
of minorities, development of indigenous scales, spiritual development, and cross-cultural differences in
human behavior.
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