Different news articles about the same topic often offer a variety of perspectives: an article written about gun violence might emphasize gun control, while another might promote 2nd Amendment rights, and yet a third might focus on mental health issues. In communication research, these different perspectives are known as “frames”, which, when used in news media will influence the opinion of their readers in multiple ways. In this paper, we present a method for effectively detecting frames in news headlines. Our training and performance evaluation is based on a new dataset of news headlines related to the issue of gun violence in the United States. This Gun Violence Frame Corpus (GVFC) was curated and annotated by journalism and communication experts. Our proposed approach sets a new state-of-the-art performance for multiclass news frame detection, significantly outperforming a recent baseline by 35.9% absolute difference in accuracy. We apply our frame detection approach in a large scale study of 88k news headlines about the coverage of gun violence in the U.S. between 2016 and 2018.