Framing theory has traditionally focussed on the cognitive effects of news reporting on the attitudes of media users. However, current research leaves no doubt that emotional responses play an important role in opinion formation processes. This study enhances the framing approach by incorporating emotion theory and proposing an integrative model of cognitive and emotional framing effects. The model postulates that media frames can elicit emotional as well as cognitive responses which, in turn, influence the attitude of media users. These theoretical assumptions are tested in three experiments and a content analysis and survey.