Framing deservingness to win support for welfare state retrenchment

Recent studies of welfare state retrenchment have argued that policy makers can win public support for welfare state reform by framing the issue in terms of deservingness of welfare recipients. However, this literature has not tested the argument at the individual level. Using a Scandinavian context, this experimental study investigates how alternative framing of a welfare state retrenchment proposal affects citizens' perception of welfare recipients' deservingness, policy support and whether perceptions of deservingness mediate policy opinion. A news story was manipulated to present welfare recipients as either deserving or undeserving of welfare benefits. This issue framing affected citizens' perception of deservingness as well as support for retrenchment policy. Opinion change was partly explained by differences in perceptions of deservingness. These results provide strong support for the effectiveness of the deservingness frame.