The impact of issue framing on public opinion: Toward affirmative action programs

This article elaborates on Myrdal's question regarding the systematic subordination of minorities in an egalitarian society, and keys on the methodology used to assess attitudes of whites in regard to equality for blacks. Specifically, the article addresses questions associated with reactions to equal opportunity programs and the framing of survey questions designed to measure attitudes. Evidence is elaborated which supports the contention that public reactions to equal opportunity programs are affected by how these programs are presented to the public.