“A Politician’s Worst Nightmare”: Framing Analysis of Facebook Campaign Advertisements from the 2020 Alabama Senatorial Election

Abstract

This study is a framing analysis of campaign advertisements from the 2020 Alabama senatorial election between Doug Jones and Tommy Tuberville. This research aims to understand the relationship between the types of communicative frames used by each candidate. Using Framing Theory as the theoretical background, this research will analyze ten campaign videos from both Jones and Tuberville which were posted onto Facebook. This research also seeks to further understanding around the connection between the advertisements of the national and state elections.